Chilliwack, BC (November 26, 2014) – It’s no secret that BC craft brewers are on fire, with startups popping up monthly. But for 15-year-old Old Yale Brewing Co. out of Chilliwack, BC, this excitement amongst brewers and consumers alike was the perfect occasion to team up with Subplot Design Inc. and take the brand to a whole new level. A new brand identity, packaging, and website all launch this week in conjunction with a whole host of changes at the brewery.


“Hitting the 15 year mark in craft brewing is no small feat”, begins Zach VanLeeuwen, Old Yale’s Operations Manager. “2014 has been a huge year for us so far, and we are beyond excited to share our brand re-launch with our fans and to potentially reach a whole host of new customers”.


In March 2014, 2Story Group Inc. took over the ownership of the brewery, with the goal to provide not only financial leadership and backing for the already popular brewery, but to also bring their management and operations expertise to the brewery. This support has championed the original and still Head Brewmaster, Larry Caza, to focus on bringing his award-winning creations to market.


In June 2014, the Canadian Brewing Awards named Old Yale’s “Sasquatch Stout” as the 2014 Beer of the Year.


“We have always known that we had an amazing product at Old Yale”, continues VanLeeuwen. “Now it was time to show the world who we are: a passionate, Chilliwack, BC brand that loves beer, loves the great outdoors, and loves sharing good times with friends”.


Having worked previously with not only the 2Story Group Inc. directly, but also with another of their top brands, Petcurean Pet Nutrition, Subplot Design Inc. was brought in to help look at the Old Yale brand, communications and packaging and help them express who they are, differentiate them in the market, and take the brand to the next level.


“The excitement in the craft beer market is amazing”, says Roy White, Subplot Co-founder and Creative Director. “But we were cautious to not let Old Yale get lost in the hype and be seen as yet another overly trendy, urbane, “me-too” brand. The good news: Old Yale’s true personality is really what sets it apart”.


Old Yale Brewing is named after the historic wagon road than ran from New Westminster through Chilliwack to Yale, BC, serving the Gold Rush in the late 1800’s, and later becoming one of the first incorporated roads in BC. The new Logomark celebrates the brewery’s trailblazing spirit (and the great outdoors) with a stylized trailhead signpost.


The reinvigorated “Four Season Lineup” celebrates the outdoors with tongue-in-cheek “outdoor activity badges” and backgrounds borrowed from mother nature. The line-up includes four products in bomber bottles: Knotty Blonde, West Coast IPA, Off Trail Pale Ale and Moon Dance Mango Wheat, plus a 355mL Knotty Blonde can will be available in 6-packs later this year.


Adding to the mystery and adventure of the great outdoors, the brewery’s “Tall Tales Series” celebrates the mythical beasts that might find their way into spooky campfire tales, including “Canada’s 2014 Best Beer”, Sasquatch Stout and the unique Screaming Banshee Irish Cream Stout. Dark and haunting illustrations capture the essence of each “tall tale”, with stories about the mythical beasts on each label. Both are available in bomber bottles, with Sasquatch Stout available in a 4-pack of 473mL cans later this year.


Beyond helpful tasting notes, beer colour indicator, and hops and malt scales, each label has a hidden gem: fill-lines that indicate the musical notes for various songs to give outdoor-lovers a hand when it is sing-along-time around the campfire. The first of many campfire songs can be viewed at


Subplot’s scope of work included Strategy, Brand Identity & Logomark, Naming, Packaging, and a set of Brand Standards to guide internal efforts for Sales Collateral, Point-of-Sale, Website, Wearables, Glassware and Signage.


“It is such an exciting time for Old Yale and we are so amazed at the work Subplot has done with us”, says VanLeeuwen. “They worked so closely with us to bring the real Old Yale to life. Honestly, we couldn’t be happier”.

The brewery itself has also has a major overhaul to meet the new demands, including 6 new tanks, labeling machine, growler filling station and other key equipment, as well as a newly-designed tasting room.


The new-look product is rolling out at retail outlets throughout the month. Visit the brewery’s Store Locator tool to find a licensed establishment or retail store near you Or, stop by the brewery for a tour and to fill your growler. Brewery is now open from 1 – 5 pm, Monday to Friday and is located at 7965 Venture Place #4 in Chilliwack.


To view more images go to Subplot Portfolio or visit the Old Yale Website.


About Old Yale Brewery

Since the start in 1999, Old Yale Brewing Company’s fresh perspective has been shaped by the pristine and breathtaking Chilliwack River Valley they call home. Seeking perfect balance using the finest, all natural ingredients combined with Canada’s best drinking water, Old Yale’s high-quality hand-crafted and award-winning beers are best experienced (rather than explained). For more information or to find a licensed establishment or retail store near you, please visit


About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.