AB InBev has revealed a new packaging design for its Stella Artois beer brand in the UK as it aims to highlight its Belgian heritage alongside a modern twist.
Developed in partnership with brand design agency Jones Knowles Ritchie, updated bottle and can designs include a redrawn logo adapted from its original form.
Alongside the logo, the eight-pointed Stella Artois star continues to be an integral part of the brand persona, emphasised by new ‘rays’ which aim to draw attention to the emblem. AB InBev said the addition of rays adds texture to the cans, bottles and packs, “giving them a contemporary feel”.
Further refinements include the introduction of subtle typography placed imagery. Watermarked text, pulled from the Stella Artois archives, is said to infuse a classic Stella Artois feel with the more modern branding.
The brand has brought back a tagline from its past, ‘La Bière Fine de Luxe’, “to add a romantic, continental flavour”.
Refreshed designs will begin to feature across all Stella Artois packs in the coming weeks and on Stella Artois 4% later in the year.
Stella Artois Europe marketing director Alexis Berger said: “Design is absolutely integral for any brand and as a brewer with 600 years’ heritage we do not take redesigns lightly.
“We are incredibly proud of the new direction the brand aesthetic is taking, highlighting our Belgian heritage but also modernising Stella Artois to lead consumers’ expectations of premium.
“We’re confident this refreshed design will stand out on shelves and highlight the qualities of Stella Artois.”
In addition to the new design, Stella Artois has added a second perforation to the neck label of bottles. Denoted by an easy-to-tear gold tab, the perforation ensures that the paper wrapping never touches the lips.
Earlier this year, AB InBev expanded its Stella Artois portfolio in the UK with the launch of a gluten-free variant.
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