Upland Branding Campaign
The re-branding campaign is exhaustive, beginning with a new logo and branching out to include new packaging for eight of Upland’s most popular beers (with more likely to follow), as well as new signage, marketing materials, collateral and even tap handles.
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, whether in the distinctive hills logo, or in the packaging and related materials.
The personality of the company, meanwhile, comes through in the descriptions of each beer that accompany the illustrations (Dragonfly IPA: “Just the right amount of bite”), as well as a longer story about each beer on the bottom of its carrier.
Agency: yandl.com
Wheat Ale
Dragonfly IPA
Campside Session IPA
Helios Pale Ale
Bad Elmer’s Porter
Tap Handles
Crafted from real ax handles—a nod to the early upland settlers, whose independent spirit is still alive in the area.
Glassware
Campaign
Other Midwest
Finally, the brand overhaul will welcome Upland drinkers to a place called the “Other Midwest.”
Described as “a little bit hippie, a little bohemian, and a whole lot of ‘none of the above’,” the Other Midwest represents the mindset and lifestyle that unite Upland drinkers. The Other Midwest is everything that’s great about the Midwest—the friendliness, the welcoming spirit—but with a wavelength all its own. It supports local food, artists and musicians. It prizes sustainability and the great outdoors. It’s progressive, it’s unique, it’s proud to be Midwestern—and equally proud to be anything but “flyover country.”
