Chilliwack, BC (January 27, 2015) – 2Story Group Inc. is a privately-held Canadian company which owns, manages and invests in like-minded and strategically-sound businesses throughout North America. It currently manages and operates Petcurean Pet Nutrition (BC), Old Yale Brewery (BC) and Napa Vineyard House (CA), among others. So when it was time to brand the master company, the founders called upon long-time collaborators, Subplot Design Inc. to lead the charge.


The founders of 2Story Group began working together in 1999 when they formed Petcurean Pet Nutrition. Driven by their commitment to make the best pet food in the world, Ron Mayert and Dan VanLeeuwen put the people and practices in place that helped the company grow from a small business into one of the most innovative and successful brands in the premium pet food sector.


2Story Group was formed in 2014 in order to continue to grow businesses and brands with the same entrepreneurial spirit and hands-on management approach, coupled with keen business acumen to deliver sustainability and profitability.
2Story Group is committed to developing great companies which will be known for products, services and experiences that exemplify excellence.


“In setting up the new parent company for our various business interests, we knew it was essential to get the brand right from the outset”, says Jaimie Turkington, VP Marketing 2Story Group. “Working with Subplot now for so many years, we knew they would set us on the right path”.


Subplot was tasked with the Brand Strategy and Brand Architecture which incorporates existing brands and anticipates future brands through growth and acquisition, as well as creating a brand division structure for the future.


Subplot also created the Name, Logomark, Identity System, Digital & Print Collateral and Website for 2Story Group.


“In developing the brand, we knew that it needed to work in both Master Brand and Endorsed Brand situations”, continues Roy White, Subplot Design Inc. Co-founder and Creative Director. “As such, the Name and Identity needed to be simple, modular and work well beside and within the various stand-alone brands in the portfolio”.


The name, 2Story, links back to Dan and Ron; two partners who share a vision and a purpose, whose “two stories” form this company which is the “second story” of their careers. The logomark is a literal reflection of the name: the 2 and S are mirrored images, reflecting the joint purpose and a vision for sustainable growth into the future.


The identity system takes this further, with icons for each Corporate Division playing off of the central “2Story” icon shape.


The website features each brand and company within the portfolio, allowing an easy understanding of the 2Story company, the division structure and an overview of the various operating companies, while a Newsfeed tracks major developments within each operating company. The website is built on WordPress and is mobile responsive.


To view more images go to Subplot Portfolio or visit the 2Story website.


About  2Story Group Inc.

2Story Group is a privately-held Canadian company which owns, manages and invests in like- minded and strategically-sound businesses throughout North America. 2Story Group grow businesses and brands with an entrepreneurial spirit, a hands-on management approach and keen business acumen to deliver sustainability and profitability. Their primary focus is to ensure the proper management and excellent health of the companies under their care.


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.