Stella Artois Unfiltered - the brand’s first new beer to market in 15 years - is naturally unfiltered for a fresher, more flavourful taste. To connect consumers with this new product innovation, the brand identity and launch campaign brings to life the brewing process, taste profile and the haziness of the beer through colour, movement and premium design cues across the brand experience.


Brand Strategy
Brand Identity
Brand Experience
Launch Activation


For the launch, we developed a toolkit of digital assets to bring the naturally unfiltered product to life in an intriguing way. To drive awareness and engagement at key moments in the consumer journey, these assets were deployed across social, e-comm and OOH channels to build anticipation and inspire discovery.

The hazy, natural taste of Unfiltered reflects a return to the historic Stella Artois brewing methods of the past. To express this, we delved into the archives to find a heritage mark to hero our bespoke Unfiltered chalice, highlighting an elevated drinking experience, whilst honouring the original Belgian brewmasters.

To elevate the brand identity to a brand experience, we created a bespoke bar. This was enhanced through modern crafted detailing, from the coasters and tap handles to the chalice and staff uniforms. A premium drinking experience for a premium beer.

Unfiltered is now on the road – we designed a mobile pop up brewery that allows Stella Artois to take its beer to consumers and respond to cultural events. Crafting an experience for launch and beyond.

Like the chalice, the merchandise and apparel is a blend of heritage and modernity, designed to celebrate Stella Artois’ illustrious history. The entire Unfiltered experience – from social content to supermarkets, bars to pop up vans – captures the essence of being naturally unfiltered.

Motion Credits: Found