Jacob Leinenkugel’s Brewing Company
Tour Experience Graphics
Environmental Design | Retail Displays | Interpretive Signage
For over 150 years, six generations have been crafting beer at Leinenkugel’s original brewery in Chippewa Falls, Wisconsin. In 2018, the family asked ZEBRADOG to reframe and reimagine the guest experience at the historic brewery. Drawing inspiration from the authentic details of the campus and working with graphic and architectural designers, we brought together custom-designed murals with historical imagery, wayfinding signage, interpretive graphics, and interactive exhibits to create a cohesive aesthetic across the campus. What had been a campus full of blank walls turned into historical storytelling murals and infographics with easy to understand visuals that equipped tour guides with the perfect way to tell the story of this Wisconsin legacy.
Educational Visuals
In the peak season, hundreds of visitors take the tour through Leinie’s Brew House in a single day. To aid in the education of the many Leinie’s guests, I led design on a series of educational visuals throughout the brewhouse, from equipment signage to large brewery process infographics. In the stairs, we celebrated the key ingredients that make up your favorite brew, with more in-depth interpretive signage on each floor. No matter how many times you take the tour, you’ll enjoy these large visuals while you learn something you didn’t know before.
The Family Story
In the visitor’s center, also known as the Leinie Lodge, guests gather to embark on tours, taste a flight of beers, peruse the Leinie merchandise, and learn about the six generations of the Leinenkugel family. A mixture of digital exhibits give visitors a glimpse of the tour, a quiz to create the right six-pack, and a chance to add themselves to the family album with a quick hashtag, celebrating the idea that “Once you’re here, You’re family.”
To learn more about this project, visit the ZEBRADOG case study.