All you need is LUve
Master branding that leaves room for product personality
Mondelez, LU
Visual Identity / Packaging
47%
Increase in net sales
+21%
Top 2 box score for range coherence; appealing packaging +5%; taste +4%
What’s not to love about biscuits? Biscuits play an important role in people’s lives and often become part of our daily rituals, whether it’s with morning coffee, afternoon tea, or presented on our best china for guests.
LU is an iconic biscuit brand, created in Nantes, France in 1846, but present in Belgium and The Netherlands for long enough to be considered a national treasure.
Mondelez discovered that in both countries, LU adds a lot of positive emotions to its famous product brands, and this resulted in a very successful campaign that captured the power of ‘LUve’.
We were asked to create a Masterbrand design system that brought this to the packaging.
While 99% of biscuit packs show the biscuit itself, to remind us of those warm moments, the maker brand brings the heritage, quality and the care to these unique little accessories to our daily lives.
We changed what had become a hotchpotch of different endorsement levels into a consistent badge of ‘parental LUve’, whilst the product brands celebrate their unique features and values with simple but powerful photography.
Together the redesign and LUve campaign drove significant value and volume growth in the face of a price increase
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