Branding agency Jones Knowles Ritchie (JKR) recently released its work for Stella Artois’ new brand world. The entire campaign is surrounded by the idea of ‘moments of beauty around the table,’ bringing a more contemporary and spontaneous perspective to the brand.

The new Brand World encompasses imagery photographed by Cait Opperman and a design system created by JKR that includes an updated horizontal logo, two new custom typefaces created with Pangram Pangram Foundry, a revived color palette, and a new packaging architecture and design. The packaging design is subtle, but the cans are due to receive the most changes. The visuals showcase playful, real-life moments like late-night pizza runs post-party and casual, laughter-filled rooftop hangouts with friends.