Lotus Biscoff redesigned its logo. Lotus Biscoff is famous for its light biscuits at home. It originated in Belgium in 1932 when Jan Boone Sr. created caramelized biscuits using natural ingredients. In Korea, it is widely known as coffee snacks. Biscoff is a compound word of Biscuit and Coffee.
Lotus Bakery manager Frances Booth discovered that customers were calling the 'little red biscuits' Biscoff. In line with the brand's expansion strategy, Lotus Biscoff redesigned its logo to emphasize Biscoff.
The font has changed from a cursive-like font to a thick, rounded font that stands out. The ends and corners of the font are roughly rounded, like a biscuit. Instead of following the geometric form, it was slightly modified. The gentle curve that creates the flow of gaze feels like a smile. The design was designed to create a natural impression without overtly guiding lines.
The immediately recognizable red color and biscuit shape are maintained. Since many people remember Lotus more than Biscoff, the new wordmark also includes the Lotus mark. Lotus is expressed only as lines without background color and filled with Biscoff to provide contrast.
It was announced that it will expand to include not only ice cream and confectionery but also Lotus Biscoff products. Created With Lotus Biscoff has collaborated with brands such as McDonald's, Krispy Kreme, Costa, and Cinnabon. We made McFlurry, Krispy Donuts, etc.
The red band shape with a hint of biscuit on the front and back is Lotus Biscoff's strongest identity. I think it's an effort to adapt to a new environment while maintaining the most important assets. While the existing wordmark supplemented 'Lotus' with a light cursive 'Biscoff', the new wordmark conveys the impression of a biscuit with 'Biscoff', while 'Lotus' supplements it.
