Young & Laramore

Upland Sours Packaging

Sour ales—beers that are made with wild yeast and often intensely tart, acidic and/or funky—are not for everyone. But for adventurous craft drinkers who appreciate and seek them out, Upland’s wood-aged sours are among the finest in the world.

As we learned more about the brewing process, it became evident that a crucial part of what makes Upland’s sours so good is the careful blending of different batches to create a complex, yet balanced flavor profile. And so the idea of “blended works of art” was born—brought to life in packaging, print and collateral featuring artwork by Michael Cina.


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