Stella Beer, Egypt's most popular beer, has been dominating the market for over a century. It is the beer of choice for any Egyptian, no matter their background. 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 order to celebrate its 120-year anniversary, a series of limited edition cans and bottles were designed showcasing the celebratory culture of Egypt.
P A C K A G I N G
Building on Egypt's culture of festivity, we decided to create labels that were cheerful, iconic and memorable. We've decided to use illustration as both a natural continuation of Stella's communicative heritage as well as an eye-catching way to showcase the different ways Egyptians celebrate, whether by dancing, singing or playing music.
P A T T E R N S
As a graphical element, several patterns were created to be used as backgrounds to the illustrated characters and in the anniversary's communication. These were drawn from Egypt's cultural and folkloric visual elements. For instance, the bellydancer's curved pattern was inspired from Shehrazad's decor (a famous bar in downtown Cairo) and from the vintage patterns of the 60s, the fellah's triangular pattern took inspiration from the folkloric designs found throughout southern Egypt, the striped design of the tabla player drew from the textile patterns common in Egypt and that are used for tentmaking, and so on.
I C O N
To further commemorate the anniversary, an icon was made to be adapted on all media. It needed to be impactful, build on Stella's rich history and remain "down to earth". Stella being an integral part of Egypt's pop culture, it's iconography needed to stem from the visual culture of everyday Egypt. It couldn't seem snobby or 'foreign', but needed to be friendly and familiar.
Having made some research on the signage and calligraphy commonly used throughout Egypt, several icons were developed. Highlighting the 120-year landmark, the requirements of the icon were to also reference Stella's star or include an element of the beer's symbolism.
CHOSEN OPTION
KEY VISUALS
O N L I N E V I D E O
In conjunction with the launch of the limited-edition packaging and a series of events throughout Cairo, celebrating the anniversary, the first video advertisement was made in Stella's long history to communicate its legacy: traveling through time to the high and low points of Egyptian History to show how the beer was there all along the way.
VIDEO CREDITS
Creative Team: PlusTwo (Omar Houssien / Mohammed Farahat)
Brand Manager: Youssef Abou EL Khair
Executive Producer: Norah El Khateeb
Line Producer: Shaimaa Hassan
Assistant Producer: Shams Ashraf Ismail
Line Producer: Shaimaa Hassan
Assistant Producer: Shams Ashraf Ismail
Director: Ahmed Koura
1st Assistant Director: Wael Mandour
2nd Assistant Director: Marwan Ehab Abdel-Moniem
DOP: Ahmed Tahoun
Stylist: Aliaa Ahmed
Art Director: Marwa Bermawy
1st Assistant Director: Wael Mandour
2nd Assistant Director: Marwan Ehab Abdel-Moniem
DOP: Ahmed Tahoun
Stylist: Aliaa Ahmed
Art Director: Marwa Bermawy
Post House: Pixels / Ahmed Tarabily
Editor: Hesham Sakr
Editor: Hesham Sakr
Post House: Graphic Aroma
Post Producer: Osama Bendary
Post Supervisor: Karim El Barody
Colorist: Charbel Mouawad
Post Producer: Osama Bendary
Post Supervisor: Karim El Barody
Colorist: Charbel Mouawad
Music Composer: Khaled Elgabry
VO: George Azmi
VO: George Azmi
