A Sweet Smile in Mind

Belgian cookie brand Lotus Biscoff is growing its brand and asked creative firm BrandMe to create a strong global brand that can support worldwide growth.

The new design deemphasizes the Lotus name while bringing the Biscoff name forward. The designers used what they described as the brand’s natural “joy and positivity” to create a new alphabet and wordmark. Counters in the lowercase letter “a” and “e”, the canted-up “c,” and upturned elements in other letters suggest an elevated mood. The wordmark itself contains a smile along its top edge.



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