Stella Artois is positioned as a high tier brand among the AB InBev brand portfolio and prides itself on a rich heritage and tradition.

But!

It shows up on the retail shelf in generic packaging, with identical structures, materials, and formats as lower tier (i.e. cheaper) brands, diminishing the brand value.

^ Same six pack structure ^

^ Same 12 pack structure ^

Initial brainstorming was done around own-able attributes we could apply that would elevate brand perception and could be applied uniformly across the entire family of formats (4pk-24pk, bottles, cans, specialty, etc).

We landed on three key features: