Heartland was launched in 1986 as a beer with a high affinity with the Japan which used to hold Art Biennales. It is a brand supported by shopkeepers and users who strongly relate to these activities. Many retail shops that carry it are small-scale individual-owned shops, among which many have strong and particular commitments to cooking and interior design.

We made a collection of posters bundled like a calendar, but free to be used how each store saw it. As a calendar without any dates, the design is meant to echo the sentiment behind the Heartland brand—to “Forget about time and just enjoy beer”.

The logo of Heartland beer is a big tree, meant to symbolize, “a place where the heart can rest.” In the poster designs, we replaced the big tree with an expression of people enjoying beer.

The posters were distributed free of charge to nationwide Heartland beer dealers from September, 2018. We made them to be used for many years, without a defined usage period.

Many retail shops that carry HEARTLAND beer are small-scale individual-owned shops, among which many have strong and particular commitments to cooking and interior design. These posters work as not just a product poster but an art piece to enhance their elaborate interior design.