-- Previous Stella labels --
Stella is the most popular beer Egypt has to offer, dominating the market for over a century. It is the beer of choice for the elite as well as the working man. Having existed for nearly 120 years, it has both a heritage and distinctly Egyptian character. It is a part of the Egyptian national identity, for both drinkers and non-drinkers. It has been around during good times and bad. It is a stable symbol in an ever-changing world.
In short, Stella is Egypt.
In 2016, in order to change their packaging, Stella had a design pitch that included the top 30 Art Directors in Egypt.The below design is the one chosen.
Stella is one of the most recognizable brands in Egypt. Building upon this, this design emphasizes its iconic Star, making it immediately noticeable, but also decorative.
It is simple and clear, taking away any unnecessary additions in the firm conviction that “Less is more”. It shows clearly the logo, affirming the quality and reliability Stella has garnered over the years. It is also building upon its heritage, as it seems like a natural continuation of Stella’s historic labels, while still maintaining a modern look. It is elegant but not intimidating, sophisticated but not alienating.
// Other designs that were not selected //
As previously mentioned, Stella is Egypt. It is part of our national heritage and an authentic part of our identity. Both drinkers and non-drinkers know it, and it is a drink that goes beyond social class, age, background or weather.
It seems therefore logical to include symbols of Egyptian culture. From the pyramids to the belly dancer, from the felucca to the Qasr El Nil lion, the illustrations incorporated seamlessly into the design are representative of the value Stella has at the core of Egyptian culture.
Stella has been around for over a century, building heritage and creating a distinctively Egyptian identity. It has always been up-to-date with the global trends but also maintained the uniqueness of its culture.
This arabesque design is based on said culture. It is charismatic and unequivocally Egyptian. Its antiquated pattern is made-modern by the simplicity and elegance of its design. The positioning of the star, Stella’s famous icon, further emphasizes brand recognition while giving it a fresh look, affirming the quality and reliability Stella has garnered over the years. It is also building upon its heritage, as it seems like a natural continuation of Stella’s historic labels.
Drinking Stella has always been a relaxing, enjoyable experience. Uniting its “good times” vibe with its long history, this design attempts to emulate the atmosphere of the beach in the golden days of Egypt. The sinuous lines add a dynamic feel while maintaining a reinvigorated vintage look. It is nostalgic yet modern.
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