JKR and photographer Cait Oppermann build a warmer “brand world” for Stella Artois

Stella Artois has announced the launch of a new “brand world”. The work from Jones Knowles Ritchie consists of a new design system, horizontal logo, two custom typefaces created with Pangram Pangram Foundry, and overhauled packaging and colour palette. JKR has also commissioned photographer Cait Oppermann – known for delivering distinctive campaigns for the likes of Rapha – on a range of creative, lifestyle-inspired shots.

The concept behind the work is bringing ‘moments of beauty around the table’ to life. Specifically, JKR tries to appeal to a more youthful audience through the idea of a “modern table” – moving away from formal dining to suggest a more relaxed setting. JKR says this was particularly important after the pandemic, as people look to reunite in casual ways.

Through photography from Cait, the brand leans closer to a lifestyle brand, where high fashion is paired with more laid-back elements. Sean Thomas, executive creative director at JKR, explains that JKR chose Cait “for her ability to elevate the everyday”. The final work takes cues from editorial design and fashion photography to reflect “the new modernised codes of premium”, a release explains.

Cait Oppermann explains: “My background is in lifestyle and fashion photography, so it was an intriguing challenge to merge beer into that world in a way that felt diverse, modern and still unmistakably Stella Artois. A lot of work went into ensuring every shot had the same colour balance, so that over time the combination of red, white and black became unique to the brand. During the photoshoot in Los Angeles, styling and composition were reviewed and tweaked constantly to ensure everything remained on brand.”