ABOUT

What’s not to love about biscuits?
Biscuits play an important role in people’s lives and often become part of our daily rituals, whether it’s with morning coffee, afternoon tea, or presented on our best china for guests.

LU is an iconic biscuit brand, created in Nantes, France in 1846, but present in Belgium and The Netherlands for long enough to be considered a national treasure.

Mondelez discovered that in both countries, LU adds a lot of positive emotions to its famous product brands, and this resulted in a very successful campaign that captured the power of ‘LUve’.

We were asked to create a Masterbrand design system that brought this to the packaging.