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Part of a comprehensive rebranding project for Bloomington, Indiana-based Upland Brewing Company, this poster communicates the idea of a “welcoming” to the brand.
As part of our rebranding effort for Upland Brewing Company, we created a concept around a place called the “Other Midwest.” More of a state of mind than a literal place, the Other Midwest represents everything great about the Midwest (the friendliness, the welcoming attitude), but with a more independent spirit. Prizing sustainability and local art, food and music, it’s proud to be part of the Midwest—and equally proud to be anything but “flyover country.”