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.

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 “Lotus” had more differentiation potential, especially in the food sector, and could better support the brand’s international growth.

• Brand strategy for internationalisation
• Brand naming and advice
• Product name development
• Brand equity analysis

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.

The data showed that “Corona” was a common name worldwide, while “Lotus” 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 “love brand.” The new Monobrand, Lotus, helped solidify the company’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.