Young & Laramore

Champagne Velvet

For the first half of the 20th century, Champagne Velvet was a ubiquitous, beloved beer throughout the Midwest—something your grandpa probably drank after his shift at the factory.

Upland Brewing Co. recently revived the brand (using the original, handwritten recipe) and wanted us to reference its heritage without dwelling on it.

To ground the brand historically, we refreshed the packaging with a design based on a 1940s CV can. From there, we created a range of materials that seamlessly combined old and new elements—positioning Champagne Velvet as the classic, good-times beer it's always been.


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