Lutosa Highlights Global Rebranding Strategy
Lutosa, the Belgian brand that manufactures potato products in Leuze-en-Hainaut and Sint-Eloois-Vijve, has unveiled a new brand identity, better suited to its current business strategy.
“As Lutosa’s business evolved, we reached a point where the current brand identity no longer perfectly matches Lutosa’s identity and ambitions. In Belgium, the sales of the retail branch to Iglo/Findus in 2014 raised a lot of questions. Iglo/Findus was also entitled to use the Lutosa logo in retail in Europe until the end of February 2021, which meant that two different companies exploited the same logo on a similar geographical territory, thus creating a lot of confusion,” a company press release stated.
According to Lutosa, the new brand identity combines its history and recognizability (red color) with a modern look and feel, and a new tagline underlining the company’s worldwide ambition.
“While the new Lutosa remains tremendously proud of its Belgian heritage and know-how, its new visual identity and brand positioning reflects the company’s vision to the future and personalized customer approach, combined with a close collaboration with its farmers and significant expertise in the field of potatoes,” the statement said.