Stella Artois Animation
 

Stella Artois Packaging

2016–2018

 

Stella Artois is positioned as a high tier brand among the AB InBev brand portfolio and prides itself on a rich heritage and tradition.

But!

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:

 
Rounded corners, for a premium, sophisticated shape

Rounded corners, for a premium, sophisticated shape

Opening ritual, reveals and displays bottles

Opening ritual, reveals and displays bottles

Ergonomic handle for easy carrying

Ergonomic handle for easy carrying


Stella Artois 4pks.JPG
The Stella Artois 4 pack was  piloted in the UK  for the 2017 holiday season to great success.

The Stella Artois 4 pack was piloted in the UK for the 2017 holiday season to great success.

 
SA Carry1.gif