To highlight its Belgian heritage, AB InBev has released newly designed packaging for its Stella Artois beer brand. The redrawn logo has been adapted from the original with a modern twist. The company worked with Jones Knowles Ritchie design agency to update the packaging and redraw the logo. The eight-pointed Stella Artois star is still an important element of the brand, and the new design has emphasised this through new ‘rays’ drawing attention to the symbol. The rays also add more texture to their products' packaging, making them feel more contemporary. ‘La Bière Fine de Luxe’, its past tagline meaning ‘to add a romantic continental flavour’ has also been added back to the design.
“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,” said Alex Berger, Stella Artois Europe marketing director.