Leinenkugel’s Brand Experience

CHALLENGE

The Lienie Lodge is a place that exists to bring you the spirit and charm of the Northwoods of Wisconsin, no matter where in the country you are. Create guidelines for the creation of pop-up Leinie Lodges in cities across America.

SOLUTION

Our guidelines outlined Leinenkugel’s DNA by showcasing the five E’s of Lodge creation: environment, enjoyment, education, engagement, and execution and detailing the ideal brand direction for each consumer touchpoint. We used canoes, Adirondack chairs, outdoor games, and the dynamic red and white brand to make anywhere feel like sitting by a lake with friends. The companion merchandise allows the consumer to take part of the Lienie Lodge to their home for a holistic branding experience.

BRANDING | MERCHANDISING