The Milwaukee Public Museum was established as a natural history museum in 1882. Recognizing that this is a place with a long history and connection to the Milwaukee and surrounding areas, the museum is always in the process of creating new experiences and exhibits to keep visitors coming back as well as maintaining favorites, giving each generation their own sense of nostalgia. One of the biggest opportunities to have visitors and members create more brand awareness outside of the museum is in shopping bags. As visitors would leave the museum after making a purchase at the gift store, previously were given a plain Kraft paper bag without branding.

To craft a moment of brand awareness and move towards creating a more visitor centric focus with modifying the emphasis in the tagline "what will you find?" an illustration was selected from the archives that combined two beloved exhibits that keeps visitors coming back: Dinosaurs and Streets of Old Milwaukee. Printing in one color black ink sourcing a better quality Kraft bag that included a handle, this was in keeping to the museums' natural history ethos.