Taste the Difference 2019
Taste the Difference 2019
Biscoff Redesign - BrandMe

REVITALISING A CULT
STATUS COOKIE

In recent years, the iconic Lotus Biscoff cookie has exploded in popularity, drawing fans from all over the world. With its rich heritage, brand story and unique Belgian recipe since 1932, the brand already owned many equities.

The team at Lotus Bakeries came to us to help them develop a stronger, more unified and distinctive brand identity.

There were two main challenges to the brief. Firstly, the brand needed to drive global recognition and smoothly transition to one consistent brand, where previously there were different visual expressions across markets. This required synergy without disrupting recognition for existing consumers. Secondly, the brief called for better communication of the brand’s joyous, uplifting and approachable personality, which needed to be brought to life.

Biscoff Redesign - BrandMe
Slide 1
Biscoff Redesign - BrandMe
Slide 1
Biscoff Redesign - BrandMe
Slide 1
Biscoff Redesign - BrandMe
Slide 1

INSIGHT

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.

This included redefining how the brand is represented digitally – optimising for social media and futureproofing the brand expression.

Slide 1
Biscoff Redesign - BrandMe
Biscoff Redesign - BrandMe
Biscoff Redesign - BrandMe
Slide 1

APPROACH

We created a bold new visual identity that puts the emphasis heavily on the Biscoff name, building more standout and ensuring a consistent global brand presentation. The form of the wordmark 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.

We crafted a bespoke brand typeface to build personality and charm, while ensuring more visual consistency. The chunky letters utilise the high contrast red and white of the brand to ensure a strong presence, while the generous curves help drive Biscoff’s friendly and approachable personality.

In addition to the visual identity, we refreshed the packaging for the full product portfolio, including seasonal limited editions.

Biscoff Redesign - BrandMe
Biscoff Redesign - BrandMe
Biscoff Redesign - BrandMe
Slide 1
Biscoff Redesign - BrandMe
Slide 1
Biscoff Redesign - BrandMe
Slide 1

REALISATION

To ensure that the brand vision was fully realised on a global scale and across all 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.

Biscoff Redesign - BrandMe
WHY NOT ALSO CHECK OUT

WHY NOT ALSO CHECK OUT

Slide 1
NAKD Redesign - BrandMe
NOVELLE Redesign - BrandMe