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A brand is never too big to have a redesign

Famous beer brand, Stella Artois, have revealed a brand new bottle design and secondary packaging to work in conjunction with their ‘Be Legacy’ campaign; a move which serves to elevate consumer experience in premium drinking occasions.

The redesign coincides with the brand celebrating its 600th anniversary of brewing. ‘Be Legacy’ focuses on stories, based on pivotal moments in history, and involves the antics of Sebastian and Isabella Artois as they struggle through different conflicts and historical changes. It places emphasis on the legacy that Stella Artois has, along with its rich heritage and unbeatable brewing expertise.

From a design perspective, the changes are in keeping with the campaign, with iconography under the Stella Artois cartouche and also on the secondary packaging to reinforce the value of its heritage. The bottle itself has had some minor but important changes; a more streamlined profile and elevated shoulders. The iconic Stella Chalice is referenced with the neck label and gold trim.

These might not seem like huge changes but it’s a massive move for a company of this size. So many brands or companies, who are already household names, resist any kind of changes to their branding – no matter how minor.

It’s a kind of fear that can keep brands stuck in the past. Whether it’s a website, logo, or packaging of a product, a brand is never too big to have a redesign; no matter how small the changes, they can have positive effect on a brand.

If you’re a company looking for a redesign, or you’re a brand new company wanting to launch yourself, contact us here at VisionSharp. We specialise in web design, graphic design and web development in Manchester.


Want to see how we can help you? Get in touch.