The iconic Belgian frozen fries brand Lutosa faced an unavoidable rebranding after its trademark and production units were sold separately. This legal requirement meant the brand needed a new name that would carry the heritage and beloved image of Lutosa, while also appealing to a broad audience. The challenge was to create a memorable name that reflected Belgian culture and resonated with consumers just as much as its predecessor.

We developed the name Belviva, combining “Bel” to emphasise the Belgian origin and “Viva” to convey the joy and celebration associated with sharing fries. The new brand identity was strategically designed to maintain loyalty and minimise backlash during the transition. We advised on a phased transition, using packaging and marketing to gradually introduce the new brand to consumers.

• Brand naming and consultation
• Strategic brand transition planning
• Legal checks and trademark registration
• Packaging and launch strategy

The rebranding of Lutosa to Belviva was a necessary move, triggered by regulatory requirements after the sale of the production units. Our first step was extensive research and benchmarking to identify opportunities for positioning the new brand. We explored three potential directions: using “bel” to highlight Belgian heritage, focusing on the potato as the central ingredient, and reflecting the cultural experience of enjoying fries together, akin to the Dutch concept of “gezelligheid.”

To ensure a smooth transition and preserve consumer trust, we used a phased approach for the rebranding. Packaging played a key role in communicating the change. During the transition, the packaging featured both the old and new brand names, allowing loyal consumers to get accustomed to Belviva gradually. This strategic approach ensured that consumers embraced the new brand, recognising it as the natural successor of Lutosa.