Exhibit about Milwaukee's brewing history with historical photos, text panels, and beer-related memorabilia.

Milwaukee County Historical Society
Milwaukee, WI

A Landmark Beer Exhibit in the City that Beer Made Famous

Logo for Brew City Milwaukee, with the tagline 'The story of Milwaukee be beer,' featuring stylized text and a circular arrangement.
Logo for Brew City with the tagline "The Story of Milwaukee Beer" on an orange background.
Cover of a book titled 'Brew City: The Story of Milwaukee Beer,' published by the Milwaukee County Historical Society, with a background illustration of brewery buildings.
A collage of vintage beer labels on a wall, with a partially visible vinyl record or album cover on the left side of the image.

For the Milwaukee County Historical Society’s first permanent exhibit in decades, o&o studio was engaged to brand, and then help organize and present the organization’s vast collection of beer knowledge and memorabilia. 

The Society is located in a historic bank building alongside the Milwaukee River. The brewing industry was once such a major source of the original bank’s business that even ornamental hops were carved into the building’s facade.

“Brew City” — the exhibit’s brand — is inspired by more traditional brewing motifs, but is presented as relevant today through a strikingly Milwaukee-flavored color palette and warm, contemporary type treatments.

The exhibit covers a range of related topics, from the origins of the brewing industry via a combination of geography and European immigration, through to the impact the industry grew to make on Milwaukee society over generations. 

Exhibit about the modern brewing industry with text panels and historical photographs in a museum setting.
Indoor exhibit displaying historical information about Milwaukee breweries, with panels showcasing brewery history, photographs, and logos of Milwaukee brewing companies, in a room with ceiling lights and a carpeted floor.
Historical exhibit with large black-and-white images and text panels about Milwaukee businesses and beer history, located inside a museum or visitors center. Shelves of beer bottles and barrels are visible in the background.
Exhibition display about brewing industry, with informational panels, vintage photographs, and a display of beer bottles.

I have worked with Peter on several successful projects, but his work on our permanent exhibit Brew City: The Story of Milwaukee Beer was unparalleled. He managed all aspects of the design project from infrastructure to layout and graphics, and we couldn’t be happier with the result. And best of all, Peter and o&o studio are incredibly easy to work with, and always make you look good.

Ben Barbera, Executive Director, Milwaukee County Historical Society

Client
Milwaukee County Historical Society

Fabrication & Installation
Sign Art Studio

Identity Design

Exhibit Design

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