Stella Artois is an icon.

In recent years, it’s built a reputation as a food-loving brand.

But its fancy, formal identity was leaving modern diners cold.

There were two tasks on our list. The first was to create a new, relevant role for Stella Artois during dining occasions. The second was to make the brand appear more modern, premium, and appealing to a contemporary audience.

The modern table? It has no fixed address.

It could be at home. In a late night pizzeria. On a rooftop.

We wanted Stella Artois to have a reason to be there… beyond supplying the refreshments. So, we invented one. Stella Artois now exists to “reveal moments of beauty around the table”. Through the eyes of the brand, we see friends as their true selves. We catch glimpses of genuine intimacy and revel in the unplanned, unpretentious, and unexpected.

We made this modern table the centre of our brand world. We borrowed from the world of fashion, leaning into editorial lifestyle photography to give everything a cinematic, hyperreal quality. And we built a design system flexible enough to suit every channel.

It’s as if Stella Artois is a lifestyle brand.

Our setting is the modern table (aka anywhere that food, drink and conversation flows).

Photography is key. Every scene feels cinematic, as if you’ve landed in the middle of a story. We elevate everyday locations through our use of hyperreal colour, featuring a distinctive combination of red, white, and black. The final shots blend flair with warmth; the high with the low.

In this world, Stella isn’t trying to be premium. It just is. And we let that be our guide to create a new logo, bottle, and can design. By stripping away the ornate, we make room for simplicity and restrained flair.

Beyond the packaging, you’ll also notice two new typefaces: Isabella Serif and Sebastian Sans, named after the brewery founders. They complete our refreshed toolkit, giving Stella Artois everything it needs to whet the appetite of modern audiences.

While our new look is still fresh on the scene, it’s already proving effective in the markets where it’s launched. The new look has led to a 13.2% increase in sales volume.

What’s more, the client embraced it immediately.

“Our branding agency has been a trusted partner to AB InBev for years and they understand our brands intuitively. They brought this knowledge to the table as we worked together to build a distinctive brand world for Stella Artois that would inform everything we do moving forward. The end result is an elevated but more relevant and modern brand world that will help us reach a diverse audience and puts us at the forefront of every beer occasion, big or small.” - Tim Ovadia, Global Vice President at Stella Artois.