Stella Artois Packaging
Organization
AB InBev - GITEC
2021
Packaging Design, Industrial Design, Graphic Design
Designing Secondary Packaging: Balancing Creativity and Constraints
Designing secondary packaging at AB InBev requires a strategic balance between innovation, cost efficiency, and machine capabilities. Using the Design Thinking methodology, we start by understanding user needs—both from a consumer perspective and from operational teams handling production.
Each design must consider:
✔ Cost-effectiveness – Material choices, sustainability, and production scalability
✔ Machine compatibility – Ensuring new formats work within existing packaging lines
✔ Functionality & User Experience – Ease of handling, durability, and brand impact
By iterating through prototyping and testing, we create packaging that enhances efficiency without costly machine upgrades, aligning business goals with innovation.
