Champagne Velvet was a classic beer brewed in Indiana during the first half of the 20th century. Using the original recipe, Upland revived the beer and enlisted Y&L to give it an identity and packaging system that reflected the beer’s heritage, while at the same time feeling modern.

Y&L combed through the history of Champagne Velvet’s packaging and branding, and was drawn to a can design used in the 1940s. Using that reference as a starting point, we tweaked and updated the look into a complete identity and packaging system—even creating a custom typeface (“Million Dollar Flavor”) based on the letterforms used in the vintage can.