Project Summary
// Project: Designing an Immersive Brand Experience for a Scottish Icon
Few brands carry the weight of history like Tennent’s. With roots tracing back to the 1500s, this legendary name in brewing asked us to help reimagine their Visitor Centre — not just as a museum, but as an immersive, story-rich brand experience. One that honoured their heritage, celebrated their innovations, and resonated with every generation of beer drinker.
// The Challenge: Honouring Legacy While Looking Forward
Tennent’s needed more than a refresh. They wanted to preserve centuries of brewing tradition while showcasing their progressive outlook. The challenge was twofold: protect the past, and reframe the brand as confidently modern. The solution had to be authentic, bold, and deeply sensory — an experience that felt both timeless and contemporary.
In collaboration with The Creative Cell and ZM Architecture, Soul delivered a full-scale experiential and graphic design solution that brought the Tennent’s brand to life — visually, physically, and emotionally.
Immersive Storytelling
We created a flowing narrative that connected history, craft, and culture. Using bold graphics, soundscapes, digital layers, and artefacts, each space tells a story — from grassroots to global.
Visual Identity For Space
We developed a fresh visual system for the Visitor Centre — dynamic, playful, and unmistakably Tennent’s. The design language walked the line between classic and current, making every room feel part museum, part experience.
Interactive & Physical Design
Visitors don’t just look—they participate. We helped design tactile, interactive moments that turned facts into feelings, including playful and provocative exhibits that matched the brand’s famously cheeky tone.
Digital Integration
We used screens and projection to layer in history, innovation, and unexpected facts. Everything felt intuitive and alive — helping the brand feel as forward-looking as it is historic.
The Tennent’s Visitor Centre has become a fully immersive destination that connects deeply with fans old and new.
A Truly Engaging Experience
Visitors now move through an environment that’s rich, sensory, and unforgettable — learning by doing, laughing, and walking away with a deeper bond to the brand.
Heritage Meets Innovation
The exhibit positions Tennent’s as both a cornerstone of Scottish identity and a brand that’s constantly evolving.
A Distinctive Brand Space
The centre is now a signature destination — not just for beer lovers, but for anyone interested in culture, storytelling, and design.
Strengthened Brand Legacy
The experience reinforces Tennent’s as a modern icon with a bold history, told in a way only Tennent’s could tell it.
We took a layered approach — honouring heritage while embracing forward-thinking storytelling. By creating a cohesive, immersive experience across visuals, sound, and interactivity, the exhibition became more than a museum piece — it became a living brand expression that engaged visitors on multiple levels.
Final Word
Tennent’s is more than beer; it’s culture. This project proved how design can preserve history while turning it into a relevant, shareable, and exciting part of the modern brand experience.
