Gü’s dessert packaging has undergone a redesign, spearheaded by strategy and branding agency Derek&Eric, to improve consumer navigation and shelf appeal.
According to Derek&Eric, Gü has multiple recognizable products, but gradual tweaks to their packaging designs over time have ‘fragmented’ its range of desserts – resulting in a ‘disparate and confusing’ portfolio.
Now the agency has worked alongside Joyful and Triumphant Designs and Silas Amos to redesign the packs. These revisions are hoped to simplify on-pack communication, strengthen Gü’s shelf presence, and justify the price point of its products, all while bringing the brand back to its original DNA.
“Our design strategy was to reclaim Gü’s distinctive essence in a contemporary way by going back to the start; a time when the brand was unapologetically indulgent and just a little bit cheeky,” the company says.
With geometric layouts, colourful tabs, and a ‘less is more’ approach, the new packaging targets an elegant aesthetic while helping consumers navigate the on-pack information.
Derek&Eric has revisited the Gü wordmark to streamline its ‘awkward’ elements and instil a ‘more solid foundation to build out from’.
Photographer Barry Makariou also contributed to the updated on-pack photography. This is hoped to help the products stand out individually while also improving brand recognition.
These updated visuals are set to drive international growth in line with Gü’s 23rd anniversary as a brand. The new packaging is currently available on supermarket shelves in the UK, with an international rollout continuing over the course of the year.
In other news, Dove is commemorating this month’s premiere of the Netflix and Shondaland show Bridgerton’s fourth season with bespoke packaging for a limited-edition beauty lineup.
Conversely, researchers from University College London and King’s College London have argued that selling vape pods in plain packaging could dissuade young people from buying them – but add that the same cannot be said for adult consumers.
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