Sasquatch Stout Packaging
Spring 2023

Background

After spending 10 years being packaged in a bomber bottle, Old Yale Brewing’s Sasquatch Stout was in need of a rebrand. The award-winning beer is a fan favourite for the company, but the packaging was getting tired, and no longer fit the aesthetic of Old Yale. The brew has been around since 1999, and the updated packaging needed to be fresh and new, but still call back to its roots in a new way.

Objective

The new packaging was to be designed as a 473ml aluminum can, and needed to be able to fit in seamlessly with the rest of the core beer lineup that Old Yale Brewing offers. Elements of the original packaging was to be included, and the colour profile was to remain similar to call to brand recognition from customers.
The new labelling had to come across as an exciting new can to look at, but customers could still trust that their beloved Sasquatch Stout would remain unchanged.

Audience

The audience for this project was existing, devoted Sasquatch Stout drinkers, as well as new prospective customers who may have ignored the previous outdated packaging. 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.