Young & Laramore

Upland Brewing Co. Packaging

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.

Together, the bottles create a family of brews as distinct in looks as they are in taste, however their core unifying factors remain: meticulously hand-lettered type and illustrations that reflect the hand-crafted nature of the beer itself.


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