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.”

The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique. The hand-crafted nature of the beer is reflected in the extensive use of hand-lettered type and illustrations, whether in the distinctive hills logo, or in the packaging and related materials.

Described as "a little bit hippie, a little bohemian, and a whole lot of 'none of the above'," the Other Midwest campaign represents the mindset and lifestyle that unite Upland drinkers. The Other Midwest is everything that’s great about the Midwest—the friendliness, the welcoming spirit—but with a wavelength all its own. It supports local food, artists and musicians. It prizes sustainability and the great outdoors. It’s progressive, it’s unique, it’s proud to be Midwestern—and equally proud to be anything but “flyover country.”