Young & Laramore

Bad Elmer’s Porter


Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers, including Upland’s classic brown porter, Bad Elmer’s Porter. The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique. The hand-crafted nature of the beer is reflected in the extensive use of hand-lettered type and illustrations.


Brizo


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website