Stella Artois - Global Off Trade Toolkit

Stella Artois’ global platform reframed the brand in 2023 around The Table, not a piece of furniture, but a new way of gathering: any place, however unexpected, can become a table to share. My role was to bring that idea into the Off-Trade point-of-sale universe, aligning it with the On-Trade toolkit that agency JKR had already developed, so “Moments of beauty around the table” traveled consistently from the bar to the shelf.
JKR had built Stella’s On-Trade platform around The Table, the thread meant to connect every consumer touchpoint, plus refreshed Brand World guidelines built on five creative principles (cinematic storytelling, authentic chemistry, high-low contrast, sensorial magnetism, aspirational inclusivity). The Off-Trade toolkit still needed to translate that same idea, bringing the table to the shopper, wherever they are, into a retail-ready system across premium grocery, hypermarket, convenience and traditional trade.

Leading from the design and communication side, I:

• Audited JKR’s On-Trade toolkit and the global Brand World guidelines to carry The Table concept, and the five creative principles behind it, through to Off-Trade
• Defined how “bring the table to you, wherever you are” translated into shopper-mission-based POCM: end caps, FSDUs, coolers, shelf systems, and premium grocery displays that recreate a moment at the table right at the point of sale
• Directed and designed the lighter brand assets, ensuring consistency with the wordmark, cartouche pattern, typography and color system
• Partnered with my agency’s industrial design department, who developed the heavier structural/rendered assets (coolers, FSDUs, aisle displays, exhibition units) based on the direction we set.