Young & Laramore

The Welcoming Committee


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. The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique.

But of course, nothing captures the Midwestern spirit quite like the friendly extension of a handshake—which is exactly what the Welcoming Committee Variety Pack aims to be. Containing twelve bottles of “Wheat Ale, Dragonfly IPA, and at least two other varieties of whatever the guys boxing it up were in the mood for,” the Welcoming Committee is, as its name suggests, an ideal introduction to the company’s beer for fans of the beer—both new and old.


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