Stella Artois Packaging
Stella Artois is positioned as a high tier brand among the AB InBev brand portfolio and prides itself on a rich heritage and tradition.
It shows up on the retail shelf in generic packaging, with identical structures, materials, and formats as lower tier (i.e. cheaper) brands, diminishing the brand value.
^ Same six pack structure ^
^ Same 12 pack structure ^
Initial brainstorming was done around own-able attributes we could apply that would elevate brand perception and could be applied uniformly across the entire family of formats (4pk-24pk, bottles, cans, specialty, etc).
We landed on three key features: