Apparel Design & Photography
Fall 2021 - Winter 2025

Background

Over the years at Old Yale Brewing, I was tasked with creating visually appealing designs for clothing and merchandise that would represent the brand to wide audiences organically when worn by customers and staff. The designs had to be interesting enough to get attention on the rack, and also call back to the branding to fit with the aesthetic that Old Yale wanted to represent; craft beer for people who love the outdoors, love where they live, and love beer. Additionally, I photographed the various merchandise items and edited the photos once the designs had been printed.

Objective

To create eye catching and interesting designs that would represent Old Yale Brewing when worn in public, and convey messaging for the brand aesthetic. The designs needed to be fresh and new, as new apparel was dropped seasonally, and catch the attention of prospective customers, as well as garner recognition with existing patrons.

Audience

The audience for this project was existing Old Yale customers who regularly visited the establishments and wanted to represent their favourite craft brewery, new customers that may be stopping in for their first time, and tourists passing through who want a piece of merch to commemorate their visit to Old Yale. The overall audience of Old Yale Brewing typically appeals to middle-aged, long time beer drinkers, and younger Millennials / Gen-Z customers who may be new to the craft beer scene and need an approachable product to start off with.