Interbrew / Belgium
When the two largest Belgian brewing groups merged to form Interbrew, making Stella Artois an international flagship brand, was a key part of their strategy. In order to appeal to a global audience, it needed to visually recapture its unique quality, origins and heritage.
Back in 1926, Sebastien Artois – master brewer of The Horn brewery – was brewing a special Christmas beer called Stella (Star). Thus, I created the iconic cartouche, by combining the horn symbol and the brewery medals of excellence, with period Flemish ornaments. Ultimately, it became the centrepiece of the brand’s distinctive image. Finally, I designed a unique range of stylish merchandising materials to complete the brand image revitalisation process.
The new brand image received a design effectiveness DBA award in the UK.