LU is an iconic biscuit brand, but it’s the biscuits themselves that make the emotional connection with consumers.

We were asked to create a Masterbrand design system for The Netherlands, capturing the LU heritage and reputation, as well as the love that people have for the individual products and sub brands.

A memorable advertising campaign had already captured the ‘LUve’ – here’s how we brought that to the packaging.

A crunchy wave of candy sugar deliciousness

A blissful mélange of Belgian chocolate, tangy fruit and fluffy sponge

Heritage carved in rich, thick chocolate on a classic biscuit base

Simple, delicious grain biscuits – enjoy anywhere