JKR creates “elegant” new structural design for Stella Artois

Agency JKR has created a new bottle design for Stella Artois, which is inspired by the brand’s medieval heritage and its chalice glass.


JKR has designed a new bottle for Stella Artois, which commemorates the lager’s medieval lineage.

Stella Artois, which was first produced in 14th century Belgium, has commissioned the redesign as part of its Be Legacy campaign.

The campaign intends to pay homage to Stella Artois’ brewing heritage by showcasing stories based on pivotal moments in its history.

“Six centuries of craftsmanship”


JKR’s concept features a ‘streamlined profile’ with elevated shoulders, designed to distinguish Stella Artois from other competitors on the supermarket shelves.

The bottle’s white neck label and gold trim are inspired by the brand’s chalice glass, which represents six centuries of craftsmanship and appears on the white label neck and secondary packaging.

The central label showcases the Stella Artois logo. Above this towards the top of the bottle, JKR has positioned the embossed horn underneath the Stella Artois cartouche.

The consultancy has also revamped the bottle’s cap, opting for a clean redo on white logo.


“Refined” secondary packaging


Stella Artois’ updated structural design is accompanied by new secondary packaging, which Stella Artois says reflects the changing needs of its consumers.

The brewery has expanded its offering of pack formats in response to the current market trend for smaller, “refined” pack sizes.

Packs are available now in 3 x 330ml, 4 x 330ml, 6 x 330ml and 12 x 330ml varieties.


Hide Comments (4)Show Comments (4)
  • Roman Skvortsov June 1, 2016 at 11:39 am

    Nice and ellegant. But I missed after and before image.

  • L. Lampe September 13, 2016 at 3:55 pm

    Nice bottle…less beer…same price!

  • ceri pritchard February 17, 2017 at 7:41 pm

    I wondered why the design had changed but the new paper seal around the neck and bottle top is so irritating…more than Donald Trump!

  • CLINTONPLAZA April 4, 2017 at 12:23 am

    They can say what they want but they have CHANGED the taste as well. Agree or disagree? Plus this beer is wayyyyyy different on tap than in bottles.

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