A Christmas retouch for Stella Artois

Challenge

Stella Artois asked us to retouch and localise their Christmas 2025 Key Visual, replacing global elements with styling that felt authentically UK festive. The project expanded into multiple variations featuring different packs, including the exclusive Christmas 2025 can and assets for the Stella Artois 0.0 range.

Stella Artois continued its Perfect Serve campaign across both UK off-trade and on-trade channels during Christmas 2025. We were tasked with retouching an image intended to serve as the primary Key Visual for the Christmas campaign. The original global asset featured food and table decorations that didn’t reflect traditional UK festive styling, so we were asked to adapt it to better represent a true UK Christmas.

This was our first large-scale retouching project, involving extensive element replacement and detailed adjustments. As the project evolved, the client requested additional variations incorporating different can and bottle imagery. This allowed us to further develop the Key Visual to also cater to the Stella Artois 0.0 market. The client later briefed us to retouch the image and include their exclusive Christmas 2025 can into the visual.

Solution

We relied on the expertise of our in-house designers, supported by a skilled freelancer who helped accelerate progress. As the project evolved, it expanded into creating the Christmas 2025 Key Visual for the Stella Artois Motherbrand and 0.0 brand. We stripped the original image back to its essentials, then reintroduced subtle elements to evoke a UK Christmas feel, replacing the food spread with a more traditional festive dinner

Results

By the end of the project, we delivered an interactive, flexible working file that included both the master brand, 0.0 and Christmas  products, allowing the client to easily move and replace elements as needed. This Key Visual has since been developed into a full suite and rolled out across multiple off-trade and on-trade assets, now live in market.