Gü
LAYERS OF PLEASURE
Packaging
Production
Innovation
We grabbed a spoon and dived into a refresh of this iconic brand, revisiting its delicious history but remixing it to feel modern, exciting and relevant to pleasure-seekers today.
From mouthwatering photography to foodie type and a system ready for innovation, the new design is as layered as the puds themselves.
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Business Challenge:
When it launched in 2023 Gü was a pioneering challenger, setting new standards in premium pleasure with glass ramekins and a world of wicked indulgence that hadn’t been seen on supermarket shelves before. But times had changed, with other brands and own label launching products that could compete on taste and attitude.
Against these competitor challenges Gü’s packaging had also lost its original moody edge, becoming cold and logical in a category that’s anything but, and making it difficult to continue commanding a premium price point.
Creative Solution:
Our new design draws from the best of Gü’s past while still moving the brand forward, shortcutting logic with packs which are distinctive, contemporary and irresistibly indulgent.
Taking the brand back to black was the first step, delivering impact at shelf while reclaiming a distinctive piece of the brand’s history – something missing from current packs but which research revealed lived on strongly in consumers’ minds.
Inspired by Gü’s patisserie roots we put the signature ramekin at the heart of the design, investing time and care in photography to make sure every shot was oozing with indulgence, expertly overseen by Gü’s team of pastry chefs. Each product also includes a dynamic ‘spoon push’ to showcase the luxurious layers which have always set the brand apart.
The charismatic brand marque is given space to breathe, creating strong recognition on shelf and throughout the brand world and balancing premium simplicity with richly layered indulgent product communication. This is complimented by flavoursome typography to help shoppers easily find their favourite treat.
Our new design system also set the brand up for ‘only Gü can do’ innovation, starting with Gü Mixology, a range of cocktail-inspired desserts.
Embodying that ‘Friday night feeling’ for younger consumers, Gü Mixology is about boldly making a statement - just like a great cocktail. The iconic black pack remains but is elevated through subtle finishes and art deco touches, while expressive typography and garnished ramekins bring attitude and personality.
“Outlaw were the perfect partner, understanding and reacting to the strategic and creative challenges of our fast-moving and highly ambitious business.”
Marketing Director
“Outlaw were the perfect partner, understanding and reacting to the strategic and creative challenges of our fast-moving and highly ambitious business.”
Marketing Director
