Stella Artois’ New Brand Identity Draws On ‘Moments Of Beauty Around The Table’

In collaboration with global branding agency Jones Knowles Ritchie (JKR), alcohol label Stella Artois has unveiled its new brand identity, fueled by the idea of bringing “moments of beauty around the table” that hopes to place the beer at the forefront of customers’ minds.

According to the brand, it was looking for ways to evolve for a modern audience in order to stay relevant. Through its observations, the company realized the dining scene had become much less formal since the pandemic, with more people meeting in person at the so-called “modern table.”

Unlike the stiff, formal dinner parties of old, the “modern table” is one with no fixed location, but simply follows wherever loved ones gather—be it on a bench, on a sofa, or even on a stoop. To portray this idea, the brand came up with a series of scenarios featuring impromptu parties.

For example, in some of its visual elements, young people can be seen wearing their best to a late-night pizzeria, starting off-the-cuff parties in the midst of rusting stairwells, and bonding with friends over shared seafood platters and cans of beer.

To capture the scenes, the firm enlisted photographer Cait Opperman to merge the “self-expression” of the fashion world with the “warmth and connection” of its beer, depicting the heartwarming scenarios through a cinematic lens.

In particular, extra care was taken when adjusting the colors of the photographs to ensure every shot shared the same color balance so that the combination of red, white, and black would be a unique visual cue that fans could tie to Stella Artois.

Additionally, the brand is debuting a new horizontal logo, two custom typefaces created by Pangram Foundry, a fresh color palette, and brand-new packaging to complete its extensive makeover.

“The result is a new Brand World for Stella Artois where high and low culture meets, and the self-expression and creativity of the fashion world seamlessly meshes with the warmth and connection of the beer world,” explained Sean Thomas, Executive Creative Director at JKR.

[via Stella Artois]