BRAND ACTIVATION SPACE
The Perfect Serve
CLIENT
Stella Artois
YEAR
2026
ROLE
Graphic Designer
DELIVERABLES
Environmental Graphics
THE BRIEF
Stella Artois needed a booth for the Restaurants Canada Show 2026, Canada's largest foodservice and hospitality event, which drew more than 27,000 industry professionals, 1,300+ booths and 130+ speakers. With that much competition for attention, the booth had to turn Stella's long Belgian heritage into a modern, high-impact presence. It also had to establish Stella as Canada's #1 premium draught beer and teach attendees about the brand's signature pouring ritual. The layout needed to feel open and approachable, with a dedicated "Perfect Serve" zone.
THE APPROACH
I built the space around a cream and gold palette that signals premium quality right away. A tall red banner, covered in a pattern of Stella's label, anchors the left side, making the booth recognizable from across the show floor and drawing the eye into the space. The "Perfect Serve" message sits at the centre beside an oversized image of the iconic Stella chalice, so the key takeaway is impossible to miss, and a matching Perfect Serve badge on the side pillar carries the theme across the booth. Overhead, an architectural truss frames the entrance and ties in a reception counter and a digital screen for real-time engagement. I developed the design as flat layouts in InDesign and Photoshop, then brought it to life in realistic renders to show how it would work in the space.
THE RESULT
The final booth is a cohesive, inviting space that balances Stella Artois' brand authority with a hands-on experience. Among more than 1,300 booths, it presents Stella as a premium destination rather than just another product. It is built to command attention from the thousands of restaurant and bar professionals on the show floor and invite them to discover the difference a perfect serve makes.
