Upland Brewing Company have announced a refreshed packaging and ad campaign for their renowned Sour Ales.
Sour ales—beers that are made with wild yeast and intentionally are often intensely tart and acidic – have emerged from the beer geek underground into becoming an increasingly popular choice for adventurous craft drinkers.
Upland partnered with Young & Laramore to create a new brand concept “Blended works of art,” which is inspired by details of the sours brewing process, and the importance of careful blending of different batches to create a complex, yet balanced flavour profile.
Bringing this concept to life is a comprehensive rebranding effort that includes a new logo exclusive to the Sour Ales program, plus new packaging and advertising featuring illustrations by noted Minneapolis artist Michael Cina.
“Michael Cina’s style depicts a beautiful blend of science and art, each resulting in a stunning visual experience,” said Upland President Doug Dayhoff. “And it emphatically communicates the level of not only craft, but artistry, present in every bottle.”
The packaging and advertising refresh positions Upland Sour Ales as a world-class drinking experience and Upland as masters of their craft—a position which will help drive Upland’s expansion of their offering and distribution beyond Indiana to the top US beer markets.
The print and OOH advertising, which is currently rolling out, will run primarily in on-premise bars, liquor stores and trade publications/websites in Indiana and Boston, with potential media buys in additional markets to come in the future.
Client: Upland Brewing Co.
Agency: Young & Laramore
Executive Creative Director / Principal: Carolyn Hadlock
Creative Director / Principal: Bryan Judkins
Associate Creative Director / Writer: Scott King
Associate Design Director / Designer: Zac Neulieb
Chief Strategy Officer / President: Tom Denari
Account Director / VP: Nick Prihoda
Account Managers: Sarah Davis, Tibet Spencer
Artist: Michael Cina
Source: Young & Laramore