How do you determine the age of a tree? Count its rings. This simple but telling visual was the cornerstone of Leinenkugel’s Brewery corporate awareness campaign to remind summer partygoers to drink responsibly. The tree visual connects the history of Leinkugel’s, brewed in the Northwoods of Wisconsin with a very strong consumer responsibility message. This image was prominently used at Leinenkugel’s sponsored summer fairs, festivals and events across the Midwest.