Very loyal readers may remember the new visual identity for the French biscuit brand LU a couple of months back. Behind it was the French design agency Dragon Rouge. Raymond Loewy, who did the same thing over fifty years earlier, compared it to redesigning the French flag when he faced the same task
When I published the original article, information was somewhat scarce. Last month, Dragon Rouge launched a new global website, and it includes a case study for this rebrand with a bunch of nice pictures and more information. Of those against the new logo, this could help turn around the ones who are not too stubborn.
"In France, Lu is no ordinary brand. It has 160 years of heritage, and it is now umbrella to some 40 sub-brands. Le Monde wrote: “LU is part of French heritage like a monument... Le Véritable Petit Beurre with its four corners you bite are part of our French roots.” Raymond Loewy remarked that redesigning the LU Petit Beurre package was like “redesigning the French Flag”. However, like all brands who want to stay ahead, the brand had work to do... in how it stayed modern, how it kept engaging its audience, and how it co-ordinated visual relations with all of its sub-brands.
Dragon Rouge sought to find a visual expression for a re-interpretation of the fundamental values of the brand: looking ahead, going beyond everyday, opening new possibilities. Most importantly the shape was altered to become more dynamic, less conventional, more progressive. We introduced a baseline that emphasizes the long heritage of the brand “creator of iconic biscuits since 1846”... which also referenced its innovative nature. We retained the accessible & simple colour coding of the brand (red & white), and applied a simple typography which communicates taste: more rounded, less vertical and angular.
New packaging re-stages the iconic biscuits of LU in a playful and accessible way, making them more interactive by introducing perspective, as one of the figures hides behind and peeks round the logo. The new branding strengthened the umbrella endorsement, making the link between master and sub-brands more playful, while respecting the universe of the sub-brand."
- Dragon Rouge case study
Dragon Rouge (archive)