Rebranding a global icon
Stella Artois is one of the world's most iconic alcohol brands and the epitome of brewing perfection. However, the space that they operate in is consistently flooded with independent start–ups and disruptive challengers so when they released their first rebrand in decades we invited the team behind it to tell us all about how they tackled the task.
Stella Artois x Jones Knowles Ritchie
Jones Knowles Ritchie (JKR) are a creative juggernaut with studios in London, New York and Shanghai. Their work includes strategy, identity, planning, motion, naming and copy for household brands such as Burger King, M&M's, Heniz and Dunkin Donuts.
Their multidisciplinary approach to design was put to the test when Stella Artois approached them to deliver their first rebrand in decades. What was considered as 'premium' was changing due to modern tastes and consumer habits so the team at JKR began by addressing there traditional communication techniques in order to appeal to a new generation.
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The life of Artois
JKR created two brand worlds blending the creativity of the fashion world with the down–to–earth beer category. This included blending high culture with low as editorial lifestyle photography captured rooftop scenes, cafe society and the day–to–day events we all experience.
Our process driven workshop explored a huge number of touch points including how the iconic Stella Artois logo was simplified for the first time in it's history to the decision behind their two new typefaces and how new packaging was delivered to out of home advertising that worked on a global scale.
If you are interested in downloading a copy of this workshop simply visit our website where you will also find sessions with best–in–class agencies such as Koto, How&How, DesignStudio, Omse and Public Address.
Huge thank you to everyone at Jones Knowles Ritchie for taking us inside the processes used when developing the Stella Artois rebrand.