Potatoes to the World
A brand identity to spearhead global expansion
McCain, Lutosa
Brand Strategy / Visual Identity / Brand Activation / Content Creation
70
Trade shows attended worldwide since the 2021 rebrand.
900
Factory visits by customers since 2021, to discover the new company positioning and identity.
Over 40 years, Lutosa has grown from a family firm to become a major global business, by championing that tasty and creative cornerstone of Belgian cuisine: the humble potato.
Located deep in the countryside of southern Belgium, with special varieties of potatoes sourced from 300 local farmers, the company is rightly proud of its roots.
But when customer research indicated that its proposition of ‘Belgian attitude’ was losing relevance and uniqueness in an increasingly competitive market, we were asked to sharpen the brand positioning and create a more dynamic and distinctive identity.
The new identity has successfully changed both internal and external impressions of the business.
Though already well-known and highly valued for its ‘family spirit’, fostering close ties with both direct customers and distributors, the new identity symbolises a focus on the efficiency and future focus of Lutosa.
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