HEARTLAND started as the house beer of a single beer hall. After the beer hall closed, the beer continued to be sold at several other establishments and is now carried by over 20,000. The brand has continually increased sales for over 20 years without the use of large-scale mass advertising campaigns. The goal of this project was to express gratitude to those who had supported the brand over the years as it approached its 30th anniversary and to get the brands name out to those who were unaware of it.

The bottles, which had a great tree as their symbol, are all returnable bottles. They were collected and washed and then reused. The bottles used in this project have been to various establishments and have been held by many customers. On each bottle lamp a unique image of a bird was carved by hand. Each one is the only one of its kind. These birds represent those who enjoy the beer. Like birds looking for a place to rest their wings, HEARTLAND is loved by its customers. HEARTLAND’s goal of becoming a place for people to stop and relax is represented by the symbolic great tree and these engravings.