HEARTLAND is a craft beer with a 30 year long history in Japan. “Journey Around HEARTLAND” is the 3rd art project for this brand, with the target being bar and restaurant owners. However, since we sold this as an artbook under the brand name we were able to approach more “regular Joes” as well.

While this is a beer brand, by selling this book under a beer brand name, we were able to go past just bars and restaurants but to other contact points as well to convey the brand philosophy to even more people, making it possible to increase the fanbase of our brand not through its taste or price, but by having it in bookstores alongside other books.