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Strategy and naming consultancy for internationalisation

Lotus: a spontaneous love brand

Lotus, a Belgian food producer known for its iconic Biscoff biscuits, needed a new brand strategy to unify its identity on an international level. Originally founded as a local Flemish bakery in 1932, Lotus had grown into a global brand, with significant acquisitions and international expansions over the years. The challenge was to determine whether to retain both names—Corona and Lotus—or to consolidate them into a single, stronger identity.

The challenge

Through comprehensive research and analysis, we recommended transforming Corona-Lotus into a unified Monobrand under the name Lotus. This decision was based on qualitative and quantitative research, which showed that &#8220;Lotus&#8221; had more differentiation potential, especially in the food sector, and could better support the brand&#8217;s international growth.

Our solution

<ul>
<li>Brand strategy for internationalisation</li>
<li>Brand naming and advice</li>
<li>Product name development</li>
<li>Brand equity analysis</li>
</ul>

Services

Lotus faced a turning point after merging with waffle brand Corona in 1974, resulting in the name Corona-Lotus. With twenty-five years of international expansion, the company needed a brand that was short, memorable, and unique. We approached this challenge through a combination of qualitative and quantitative research, including benchmarking and market analysis, to assess the brand assets of both names.

From Corona-Lotus to Lotus: a unified Brand identity

The data showed that &#8220;Corona&#8221; was a common name worldwide, while &#8220;Lotus&#8221; offered more differentiation, especially as it was not typically associated with the food sector. Additionally, the deep red colour of the brand was found to be a powerful visual asset. Using our Brand Integration framework, we decided on an Absorption Model, allowing the dominant brand identity to take over, transforming Corona-Lotus into a single, cohesive brand: Lotus.

Following the rebranding, Lotus continued its growth trajectory as a &#8220;love brand.&#8221; The new Monobrand, Lotus, helped solidify the company&#8217;s international presence, with its flagship product, Biscoff, becoming a household name across the globe. From major airlines in America and Asia to retail shelves worldwide, Lotus has successfully expanded its product portfolio to include healthy, often non-baked snacks, further strengthening its position as a global leader in the indulgence category.

A global love brand: Lotus takes flight

<h3>Result</h3>
The transformation to a unified brand under the name Lotus allowed the company to streamline its identity and leverage the full potential of its brand equity. Today, Lotus is recognised as a global love brand, leading the market in indulgent and healthy snacks, with Biscoff serving as a symbol of quality and enjoyment.
<h3>Need help with Brand Naming and Strategy?</h3>
Get in touch with us to learn how we can help your brand take strategic steps toward a unified and impactful global presence.