Lotus Biscoff launches new identity


Iconic brand Lotus Biscoff launches new identity by BrandMe

Cult status Belgian cookie brand Lotus Biscoff launches an impactful new global brand identity and packaging design created by BrandMe, in a move to modernise and hero Biscoff globally.

With a rich brand story and unique Belgian recipe since 1932, Lotus Biscoff recognised the need to drive a stronger, more unified and distinctive brand identity to reinforce global recognition. In partnership with London-based brand & design agency, BrandMe, the aim was to broaden appeal with consumers, creating a more relevant brand expression.

The rebrand has been twofold. Firstly, elevating Biscoff to become the core, most prominent brand, with the Lotus brand adopting a supporting role to leverage the long-standing reputation of quality and trust. Secondly, revitalising the look and feel for the brand, whilst staying true to the brand’s essence and bright, confident Biscoff personality. As part of the rebrand, BrandMe developed a new global identity, which incorporated the creation of a bespoke typeface for the brand. This also included refreshing the full portfolio’s packaging, developing seasonal limited editions and creation of a new travel retail range.

BrandMe Creative Director Charlotte Elder says: “The new identity brings to life Biscoff’s bold, joyful personality in a contemporary way and continues to communicate the brand’s delicious taste experience. There is a sense of warmth and inclusivity in this confident new brand mark. Crafted to include moments of discovery throughout the letter forms, such as our iconic cookie, creating a hidden smile. Positive, friendly and always approachable.”

Alexandra De Smet, global brand manager at Biscoff, comments “The new Biscoff branding is a significant step forward in our journey to become the number three cookie brand worldwide. Our new visual identity perfectly reflects the confident & friendly nature of our delicious Biscoff brand, with our iconic cookie smartly becoming part of our brand mark. It is simple, yet very impactful, and creates major stand-out in shelves.”

Continuing to launch in stores over the next few months, the new branding has been applied across all packaging in the product portfolio and across all markets.