Are you Thirsty for some Good Beer Packaging?

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.



Wheat Ale

02 - Family_Wheat

Dragonfly IPA

02 - Family_Dragonfly

Campside Session IPA

03 - Family_Campside

Helios Pale Ale

04 - Family_Helios

Bad Elmer’s Porter

05 - Family_BadElmers

06 -Hero_Bottles
07 - Bottlecap

Tap Handles

Crafted from real ax handles—a nod to the early upland settlers, whose independent spirit is still alive in the area.

08 - UplandTapHandles


09 - Growler
10 - PintGlass
011 - UplandSnifter


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.”


Maria Papaefstathiou

VISUAL DESIGNER since 1996 and blogger since 2010. Living in Athens, Greece. She has been focusing her research on poster design and particularly on social poster design and portrait design. Her main poster project is a series of posters celebrating great personalities of traditional and popular culture in Greece and Jamaica. These include actors, singers, musicians, poets etc. This is an ongoing project. “I believe that design is a powerful tool that we designers can use to spark enthusiasm, change mindsets and bring positive actions to our world and our culture”. FOUNDER AND EDITOR OF GRAPHICART-NEWS.COM BLOG. She carefully curates high-quality designs, illustrations, and art, from all over the world that will teach and provoke other designers. Many consider her blog to be an exceptional educational tool. CO-FOUNDER OF THE INTERNATIONAL REGGAE POSTER CONTEST which was launched on December 2011, partnering, the creative activist Michael Thompson aka Freestylee. (

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