AB InBev has unveiled a new packaging design for Stella Artois to reflect the beer brand’s heritage as well as a modern look.

Belgian brewing company AB InBev has unveiled a new packaging design for Stella Artois to reflect the beer brand’s heritage as well as a modern look.

The new packaging, which is set to hit the UK shelves in the coming weeks, was developed in partnership with global brand design agency Jones Knowles Ritchie.

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The redesigned bottles comprise a redrawn logo adapted from its original, historic form, which pays tribute to the brand’s 600 years of Belgian brewing heritage.

Other significant features include the eight-pointed Stella Artois star, which continues to be a key part of the brand persona.

New ‘rays’ have been added to the star in a bid to draw attention to the emblem and bring a contemporary feel to the cans, bottles and packs.

“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.”

Stella Artois Europe marketing director Alexis Berger said: “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.

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“We’re confident this refreshed design will stand out on shelves and highlight the qualities of Stella Artois which make us the UK’s favourite alcohol brand.”

AB InBev also introduced subtle typography placed behind hero imagery across packs.

The addition of watermarked text is aimed at infusing a classic Stella Artois feel with the more modern branding.

The packaging will also feature the product story that gives description about the history behind Stella Artois’ distinctive taste.

Each pack will also have ‘La Bière Fine de Luxe’ as a tagline, which the brand used in the past.

Furthermore, Stella Artois has added a second perforation to the neck label of bottles to make sure the paper wrapping does not touch the lips.

A matte finish will also be added to cans starting next year.