China (Guangzhou) International Exhibition on Packaging Products

Gü, the renowned premium dessert brand, today announces a comprehensive global redesign of its packaging, marking a significant step in redefining its visual identity and strengthening its market position. This strategic initiative, developed in partnership with the brand strategy and design agency Derek&Eric, alongside creative partners Joyful and Triumphant Designs and Silas Amos, addresses the visual fragmentation of its product portfolio and reaffirms the brand’s core DNA of indulgent sophistication.

The redesign stems from a key insight: while individual Gü products remained recognizable, incremental packaging changes over time had created a disparate range that diluted shelf impact and potentially confused consumers. The new design system solves this by implementing a cohesive, elegant visual architecture that unifies the entire portfolio while allowing each product to shine.

A Return to Core Brand Essence
“Our design strategy was to reclaim Gü’s distinctive essence in a contemporary way,” stated a spokesperson from Derek&Eric. “We returned to the brand’s foundation—a time when it was unapologetically indulgent and just a little bit cheeky—and rebuilt its visual language from there.” This approach ensures the new packaging resonates with loyal customers while appealing to a new generation of dessert lovers.

Key Design Innovations:

• Unified Visual System: A clean, geometric layout and a refined, more robust Gü wordmark provide a solid and recognizable foundation across all SKUs.
• Enhanced Navigation: Strategic use of colorful, product-differentiating tabs enables consumers to quickly identify and select their desired dessert variant on busy supermarket shelves.
• Premium Product Photography: Striking new imagery by photographer Barry Makariou highlights the quality and decadence of Gü’s desserts, justifying its premium positioning and enticing purchase.
• Simplified Communication: Adopting a ‘less is more’ philosophy for on-pack messaging ensures clarity and elevates the overall aesthetic.

Driving International Expansion
This packaging overhaul is a cornerstone of Gü’s strategy for international growth, strategically timed with the brand’s 23rd anniversary. The new designs are now live on shelves across the United Kingdom, with a phased international rollout continuing throughout the year.

“This is more than a cosmetic update; it’s a strategic realignment of our brand’s most important physical touchpoint,” said a Gü spokesperson. “By creating a more coherent and premium shelf presence, we are not only improving the customer experience but also laying a stronger foundation for our global growth ambitions.”

The redesign ensures that Gü’s packaging now fully reflects the premium quality and joyful indulgence of the desserts inside, setting the stage for the brand’s next chapter.

Source:Packaging Europe