Maseru
Lesotho Flour Mills has unveiled a vibrant new brand identity, celebrating 45 years of remarkable success in the country. The grand reveal event took place at Dona@Balos, introducing a refreshed look that aims to capture the essence of the company’s longstanding commitment to quality and community.
Starting from the second week of August, consumers will see the new product packaging on store shelves. This rebranding effort underscores Lesotho Flour Mills’ unwavering dedication to delivering top-notch nutritional products, encapsulated in the new slogan, “Letlotlo la Basotho” – the nation’s treasure. Despite the modern makeover of the packaging, the company assures that the quality of the products remains unchanged, continuing to provide the best to Basotho.
Fourie du Plessis, the Chief Executive Officer of Lesotho Flour Mills, acknowledged the challenges that came with this transformation.
“Change rarely is easy, but it is always worthwhile. Lesotho Flour Mills has thrived thanks to Basotho’s steadfast support, and this rebrand is our way of saying thank you,” he expressed, highlighting the mutual relationship between the company and the community it serves.
In the weeks leading up to the official launch, the public had the opportunity to experience the rebrand through a lively culinary cook-off event. Students from Dona@Balosshowcased their culinary skills using Lesotho Flour Mills products, turning cherished staple items like bread and porridge into innovative and delectable dishes. This event not only celebrated the new brand identity but also honoured the nostalgic memories associated with the company’s products.
One of the participating students, Maipato Loke, shared a heartfelt story about her connection to Lesotho Flour Mills. “Growing up, my family sold wheat to Lesotho Flour Mills, and I fondly remember eating bread made from their produce. While becoming a chef was not always my dream, I have always loved cooking. This cook-off allowed me to explore new culinary horizons with Easybake, and I am grateful for the opportunity to be part of this historic moment.”
Du Plessis also took the opportunity to commend the hard work and dedication of the Lesotho Flour Mills team, along with The PR and Brand Network, for their efforts in bringing this rebranding to life. He expressed particular pride in involving students in this revolutionary change, hoping that it inspires future generations and strengthens the bond between Lesotho Flour Mills and the Basotho community.
As Lesotho Flour Mills looks ahead, the company remains committed to maintaining the high standards that have earned it a special place in the hearts of Basotho. This rebrand is not just a visual transformation but a reaffirmation of its mission to be a treasured part of the nation’s heritage for many more years to come.
