Casual Tone For Post-Pandemic Era
Stella Artois has launched a new “brand world,” The work creative by Jones Knowles Ritchie consists of a new design system, horizontal logo, two custom typefaces created with Pangram Pangram Foundry, and an overhauled packaging and color palette. JKR also commissioned photographer Cait Oppermann on a range of creative lifestyle-inspired shots.
JKR wanted to appeal to a more youthful audience through the idea of a “modern table” — moving away from formal dining to suggest a more relaxed setting. The team said this was particularly important after the pandemic, as people look to reunite in casual ways.
Through Oppermann’s photography, the brand leans closer to a lifestyle brand, where high fashion is paired with more laid-back elements. Sean Thomas, executive creative director, JKR, explains that Oppermann was chosen “for her ability to elevate the everyday.” The final work takes cues from editorial design and fashion photography.
Thomas adds: “Building brand distinctiveness is central to what we believe as a business, so we jumped at the opportunity to redefine the Brand World for Stella Artois with this goal in mind… The result is a new brand world for Stella Artois where high and low culture meet, and the self-expression and creativity of the fashion world seamlessly mesh with the warmth and connection of the beer world.”