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PI Global revealed as agency behind Stella Artois' lightweight bottle

PI Global was the design agency behind Stella Artois' new lightweight bottle that launched in April, Packaging News can reveal.

The Notting Hill-based agency worked on both graphic and structural design for the 284ml bottles, which are 7% lighter than their predecessors.

The agency revealed to PN that its structural brief was to retain the bottle’s shape while reducing its weight.

Meanwhile for the graphic design, the agency created a special-edition label designed to reflect the brand’s heritage but also convey both the recent ‘Recyclage de Luxe’ campaign and the environmental benefits of the lighter-weight bottle.

Stella Artois Western Europe marketing director Adam Oakley said: "Our new lightweight bottle is another step in the right direction for Stella Artois as we aim to reduce our environmental impact, and engage consumers in these initiatives in the fun and stylish way they’ve come to expect from Stella Artois."

PI Global strategic innovations director Steve Kelsey said: "Structural design from a strong technical knowledge base, for a highly motivated brand owner like Stella Artois, will always push the sustainability envelope into new levels of best practise."