Young & Laramore, working on the behalf of Upland Brewing Company, launched the refreshed packaging and advertising for Upland’s renowned Upland Sour Ales.
Sour ales—beers that are made with wild yeast and intentionally, often oppressively tart, acidic and/or funky—are recognized as being not for everyone. But for adventurous craft drinkers who appreciate and seek them out, the sours created by Upland are among the finest in the world.
“Blended works of art” is the idea at the center of Y&L’s work—a concept inspired by details of the sours brewing process, and the importance of careful blending of different batches to create a complex, yet balanced flavor profile.
Bringing this concept to life was a comprehensive rebranding that included a logo exclusive to the Sour Ales program, plus new packaging and advertising featuring artwork 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,” says Upland President Doug Dayhoff. “And it emphatically communicates the level of not only craft, but artistry, present in every bottle.”
Started in 2006, the Sour Ales program program began as a way for Upland to experiment with a brewing style that went back hundreds of years in Europe, but was far less common in America. Since then, what began as a passion project for the brewery has evolved into something far greater, with accolades including a GABF Gold Medal and multiple World Class rankings from Beer Advocate.
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.
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
Location: Indianapolis, Indiana, USA
