LU WINS GOLD AT THE FAB AWARDS

Dragon Rouge has secured Gold at The FAB Awards for its work on LU, the French biscuit brand founded in 1846. The recognition highlights LU’s enduring cultural resonance, with the refresh reinforcing its iconic status while staying true to its heritage. More than a biscuit, LU remains a cultural icon.

Dragon Rouge has been awarded Gold at The FAB Awards for its creative work on LU, the French biscuit brand that has been part of the nation’s cultural fabric since 1846. The accolade recognises not only the design excellence of the refresh but also the deeper ambition behind it: to reinforce LU’s iconic status and ensure its relevance for today and tomorrow.  

LU is more than a household name; it is a brand woven into the collective memory of millions. Its biscuits have long been a staple of French life, but the brand’s significance extends beyond taste. It represents heritage, familiarity and a sense of identity. Dragon Rouge’s approach was not to reinvent LU but to polish and strengthen what already made it beloved.  

The award celebrates the ability of iconic brands to evolve without losing their essence. In LU’s case, the refresh demonstrates how heritage can be honoured while still moving forward. By respecting its roots and amplifying its cultural resonance, the brand continues to occupy a unique place in French society.  

For Dragon Rouge, the recognition is a testament to the power of design in shaping cultural icons. It underscores the idea that when a brand is more than a product, it becomes part of who we are. LU’s story is not just about biscuits; it is about belonging, memory and identity.  

This Gold award affirms that LU’s journey is far from static. It is a reminder that even the most established brands must evolve to remain relevant, and that true success lies in balancing heritage with modernity. LU has achieved precisely that, proving once again that it is not simply a biscuit brand but a cultural icon.