Packaging for Lotus Biscoff range
Lotus Biscoff products are now available in new packaging. An updated logo, the dominant color red, and large images of the cookies are designed to ensure high brand recognition.
The redesign is part of the strategy to further expand the Lotus Biscoff brand nationally and internationally and to continue the sustainable growth course. Lotus already strengthened its own market position with last year's introduction of the new product name "Lotus Biscoff". The entire product line has now been redesigned in order to build on this success in the long term and to further strengthen Lotus Biscoff as the most popular coffee supplement in the retail sector. The product name "Biscoff" is made up of "biscuit" and "coffee" and is intended to underline the ideal taste combination of caramelized biscuits and roasted coffee.
Red dominates
The image of the Lotus cup with the sponge cake under the handle and the claim "Lotus goes with coffee" now has a place on the 250g retail packaging. The higher proportion of the color red in the new packaging design is intended to attract attention, is related to the familiar individual gastronomy packaging and thus strengthens the recognition value at the POS. Large cookie illustrations make it easier for customers to choose at the shelf. In addition to the popular Lotus Biscuits, the Lotus Biscoff spreads have also been given a new design. Here too, the clear colour coding (red for the creamy version and yellow for the crunchy version), the modernized logo, typographic simplifications to make it easier to read and the large cookie illustrations ensure a high recognition effect.
Clear word mark
The optimized red company logo focuses on the white "Lotus" lettering, which is also baked on the individual cookies. The logo dispenses with the previous stylized image of the lotus blossom and simply emphasizes the 80-year baking tradition of the family business from Belgium.
Changeover to the new packaging
"By revising our packaging, we are underlining our marketing objective as the most popular coffee supplement," says Martin Birrer, Country Manager Switzerland at Lotus. He adds: "All product data remains unchanged. This means that the new packaging will not cause any additional work for retailers. The changeover to the new design is expected to be completed in the summer."
