If younger individuals do not see their lives mirrored in a model’s advertising and marketing, they will quickly flip away. Stella Artois is eager to keep away from that destiny, and so it has been engaged on constructing a brand new ‘model world’ in partnership with world company Jones Knowles Ritchie (JKR).
To stay related, Stella Artois wanted to evolve its model to mirror a contemporary viewers. Whereas the model had labored onerous to construct fairness with meals, eating had modified and develop into much less formal, and the pandemic had revitalised individuals’s need to fulfill up in particular person.
This paved the best way for the idea of the ‘trendy desk,’ which was now not a set tackle however merely wherever individuals gathered – a bench, a settee, a stoop.
Idea and images
To enterprise away from formal eating and have interaction with a youthful and spontaneous viewers, the crew at JKR created the concept of ‘moments of magnificence across the desk’, the place excessive vogue is worn to late-night pizzerias, glamorous impromptu events occur on rusting stairwells, and buddies share seafood platters over cans of beer.
Photographer Cait Oppermann was introduced on board to mix the self-expression and creativity of the style world with the heat and connection of the beer world by way of cinematic picture high quality that elevates on a regular basis places via hyperreal color.
“My background is in life-style and vogue images,” explains Cait. “So it was an intriguing problem to merge beer into that world in a means that felt various, trendy and nonetheless unmistakably Stella Artois. Plenty of work went into guaranteeing each shot had the identical color stability in order that the mixture of crimson, white and black grew to become distinctive to the model. Throughout the photoshoot in Los Angeles, styling and composition had been reviewed and tweaked consistently to make sure every thing remained on model.”
JKR additionally created a versatile design system alongside images to make the model match for the longer term, designed to work constantly throughout each channel. It included a brand new horizontal emblem, two new customized typefaces created with Pangram Pangram Foundry, a recent color palette and an overhauled packaging structure and design.
“Constructing model distinctiveness is central to what we consider as a enterprise, so we jumped on the alternative to redefine the Model World for Stella Artois with this purpose in thoughts,” says Sean Thomas, government artistic director at JKR. “One of many central tenets of this was discovering a photographer who may assist seize that imaginative and prescient, and it was clear that Cait Oppermann was the proper alternative due to her capacity to raise the on a regular basis.
“The result’s a brand new model world for Stella Artois the place excessive and low tradition meet, and the self-expression and creativity of the style world seamlessly mesh with the heat and connection of the beer world.”
“JKR has been a trusted accomplice to AB InBev for years,” provides Tim Ovadia, world vice chairman at Stella Artois. “They perceive our manufacturers intuitively. They introduced this data to the desk as we labored collectively to construct a particular model world for Stella Artois to tell every thing we do shifting ahead. The result’s an elevated however extra related and trendy model world that may assist us attain a various viewers and put us on the forefront of each beer event, large or small.”