Few brands carry the weight of history like Tennent’s.
The challenge was to evolve the Visitor Centre into something more than a museum — creating an experience that celebrated legacy while positioning the brand confidently for the future.
The solution needed to be bold, authentic, and sensory — blending storytelling, design, and interaction into a cohesive environment.
Role & Collaboration
Lead experiential and graphic design, working in partnership with The Creative Cell and ZM Architecture.
Working closely with the Tennent’s team and ZM Architecture, the project brought together brand, spatial, and narrative design to deliver a unified experience across the entire visitor journey.
Immersive Storytelling
We developed a connected narrative was developed to guide visitors through the history, craft, and cultural impact of Tennent’s — from its origins to its global presence. Each space contributes to a larger story, creating a seamless and engaging journey.
Visual Identity for Space
A bold, contemporary visual language was introduced — balancing Tennent’s iconic heritage with a more playful, modern expression. The result is a space that feels both authentic and forward-looking.
Interactive & Physical Design
The experience encourages participation, not just observation. Tactile installations and interactive moments transform information into something felt — aligning with the brand’s character and tone.
Digital Integration
Digital layers — including projection and screen-based content — enhance storytelling and introduce depth, allowing visitors to engage with the brand in dynamic and unexpected ways.
The transformed Visitor Centre is now a fully immersive destination — blending heritage with innovation to create a memorable and engaging experience.
Visitors move through a rich, multi-sensory environment that builds a deeper emotional connection with the brand.
The space positions Tennent’s as both a cornerstone of Scottish identity and a brand that continues to evolve.
By combining heritage storytelling with contemporary design thinking, the project moved beyond traditional exhibition design — becoming a living brand experience that resonates across generations.
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.
Credits: Delivered in partnership with The Creative Cell and ZM Architecture.
By combining bold graphics, soundscapes, digital layers, and historical artifacts to create a multi-sensory journey that celebrates history through a modern lens.
To transform the space into a fully immersive brand destination that strengthens Tennent's legacy and provides an engaging experience for visitors.
