Pearlfisher declutters Stella Artois packaging

The new look has been handled by design agency Pearlfisher, which has "de-cluttered" the logo of the popular beer.

The refresh, which was created by Claudio Vecchio and overseen by creative director Shaun Bowen, will be rolled out globally this month.

Bowen said: "We have focused on the logo as the 'hero' of the packaging, reinforcing the premium cues and making it more modern, ownable and distinctive."

The agency has also been working on the brand development of the lighter 4% ABV version of Stella, which has already gone on sale in off-licences and supermarkets.

InBev's UK president, Stuart MacFarlane, said the redesign aimed to raise the retail profile of the lager and ensure more shoppers are drawn to it on the crowded supermarket shelf.

MacFarlane said: "Beer buyers are faced with a huge choice -- so great packaging is absolutely crucial for retail success.

"Design needs to communicate the brand credentials in a powerful way while allowing shoppers to immediately identify their brand of choice."

InBev is currently hunting for a global advertising agency for Stella Artois, after the 26-year incumbent, Lowe London, parted company with the brewer earlier this year.

The UK is the biggest market for the Stella Artois brand, which had grocery sales of £518m in 2007, according to Nielsen.