The Biscoff Redesign: Because Sometimes Change is Just… Fine



Read Time

3 min


13 April, 2024

Let me start this post by saying I’m not on board the Biscoff bandwagon.

I don’t hate Biscoff, but I don’t love them either.

They’re average.

But I’d take a chocolate digestive every single day of the week over them.

Lotus Biscoff biscuits before and after rebrand

Biscoff was first created in 1932. That’ll be important later.

From their own website:

The story of Lotus Biscoff starts in 1932 in a local bakery in Lembeke, a Belgian town. The unique recipe was honed to perfection with carefully selected natural ingredients. Today, Lotus Bakeries is still family-owned and based in its home town. And from there, the tasteful biscuit continues to conquer the world.

Late last year, new Biscoff packaging was spotted in the wild.

But it’s taken until the end of Q1 in 2024 for the full visual identity and new packaging design system to roll out fully.

Goodbye Script Font

First up, that dreadful handwritten Biscoff lettering is gone, replaced with a chunky, friendly looking, sans- serif font. The design community are not happy campers about this.

It’s “lost it’s appeal… lost it’s uniqueness… lost something…” the list goes on. But what they’ve lost in script fonts, I’m sure Biscoff have made up for in sales.

Biscoff rebrand and product packaging design

The new typography stands out a mile on the packaging. It practically punches you in the face, making it unmissable and unmistakable when combined with their famous red colour.

This direction makes a lot of commercial sense.

The packaging itself also looks a lot more balanced.

The Lotus logo mark has been taken down in size, and sits beautifully within the “B” and first “f” of the Biscoff. The curve of the shape also perfect echoes the “c” of Biscoff. It’s like a well fitted suit.

Biscoff new typographic construction

The Date Becomes a Debate

Here’s where the 1932 date gets important, with the design community calling this “design masturbation at it’s finest.”

The dot from the “i” character is set at a 19.32 degree angle, and it sort of resembles the biscuit shape.

I love the thinking. I’m all in on the mass-debation.

But the execution is terrible.

They should’ve just went with the regular dot and it would’ve looked a lot better.

Biscoff shapes and custom typeface

More of the Same

The custom typeface is fine. It’s not exciting. It’s just fine (just like the biscuits themselves actually, so in actually, maybe it’s perfect? Art imitating life and all that jazz.)

The shapes in the background are exactly the same. Just fine.

There’s some shots of the brand guidelines, and some more patterns and things, but honestly, it’s more of the same, so we’ll end the review here by saying this:

Biscoff have redesigned their typeface and their packaging. It’s commercially sensible, uninspired design.

It’s average. Just like their biscuits.

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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