EMPOWERING A CULT COOKIE
In recent years, the iconic Lotus Biscoff cookie, has exploded in popularity, drawing fans from all over the world.
To drive global recognition, the team at Lotus came to us to help them develop a stronger, more unified and distinctive brand identity. With their rich heritage, brand story and unique Belgian recipe (since 1932), they already possessed many equities. Our brief was to create a more relevant brand expression with visual synergy across their 70 markets.
There were two main challenges to the brief. Firstly, the brand needed to smoothly transition to one consistent global brand across all of their markets, where the approach to branding varied. The new identity needed to maintain the presence of Lotus while dialling up the impact of Biscoff, without disrupting recognition for existing consumers. Secondly, the brief called for better communication of the brand’s joyous, positive, uplifting and approachable personality, which needed to be brought to life.
Clarity through simplicity.
With the need for synergy at the heart of the brief, our strategic insight led us to develop a simple and ownable visual language for the brand - avoiding the challenges of cultural referencing and literary translations.
This included how the brand is represented digitally – optimising for e-commerce viewing and futureproofing the brand expression.
We developed a bold new visual identity that puts the emphasis heavily on the Biscoff name. This creates more standout and unifies the brand across markets, where the weighting between the master brand, Lotus, and Biscoff had previously varied.
The chunky letters utilise the high contrast red and white of the brand to build presence, while the generous curves help to drive Biscoff’s friendly and approachable personality. The form of the word mark creates a semiotic smile, that reinforces the brand’s joyous positivity. The logo pays homage to the original cookie in the tittle of the ‘i’, allowing the iconic Lotus cookie to appear on every brand touchpoint.
The bespoke brand typeface we developed builds personality and charm, while ensuring more visual consistency.
In addition to the visual identity, we refreshed the packaging for the full product portfolio, developed seasonal limited editions and created a new travel retail range.
To ensure that the brand vision was fully realised on a global scale, across all 70 markets, we created a comprehensive set of brand guidelines, detailing both the visual language of the brand and technical packaging specifications.
The brand now has a modern foundation from which it can continue to build and capitalise upon its popularity, expanding into new categories and exploring new innovations to excite its consumers.
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