For a lot of British households, shopping for a packet of Gü means extra than simply dessert. The model’s iconic ramekins have change into a few of the most reused objects in UK kitchens, repurposed as candle holders, snack bowls, paint pots – the listing is countless. Few meals manufacturers can declare that sort of afterlife, and fewer nonetheless encourage that degree of affection.
So when Gü introduced a full international rebrand, naturally, we obtained excited. Rolling out this month, the brand new id, developed by impartial artistic company Derek&Eric, marks a thought-about reset for a model that has lengthy occupied a particular place within the nation’s fridges, cabinets and kitchen drawers. The purpose was to convey cohesion to a rising product vary, sharpen on-shelf navigation, and restore a way of confidence and standout in an more and more crowded indulgence class.
Talking of indulgence, ice cream, baked items, confectionery and hybrid treats are all vying for consideration, leaving even established manufacturers preventing more durable for recognition. For Gü, whose portfolio has grown to incorporate cheesecakes, cake pots and sizzling puddings, that progress introduced complexity.
“The world of indulgence has properly and really exploded,” says Stefanie Jahn-Hustler, head of promoting at Gü. “Whereas shoppers love and recognise the Gü model, and our merchandise stay really particular, over time, we now have been advised the branding has misplaced some pizazz.
“With an thrilling chapter forward for us when it comes to international progress, now seems like the right time for a refresh to make sure we stand out amongst the noise.”
Working intently with Gü and technique companions Joyful & Triumphant, Derek&Eric approached the redesign with what they describe as a ‘again to the long run’ mindset. Moderately than reinventing the model, the crew targeted on reactivating Gü’s unique DNA, stripping away extra and reasserting its position as a class pioneer.
A brand new, clear, and versatile design system seeks to convey order to the vary. Geometric layouts, vibrant tabs and a restrained ‘much less is extra’ sensibility make packs simpler to navigate at pace, whereas nonetheless signalling premium high quality. Every product household is colour-coded and given its personal visible thought, from curling striped patterns for cake pots to comfortable textiles paired with mousses and steaming cues for warm puddings.
As soon as that construction was in place, consideration turned to pictures. In collaboration with famend photographer Barry Makariou, the crew embraced what they name “completely imperfect” realism. Pure textures, delicate imperfections and a way of tactility substitute the hyper-polished imagery that dominates a lot of the dessert class, bringing the main target again to the product itself.
Alex Stewart, artistic accomplice at Derek&Eric, explains how that realism was key to restoring Gü’s authority. “Gü is an trade trailblazer,” he says. “23 years in the past, it set the usual throughout all premium at-home desserts with stylised life-style pictures that continues to be the class code for desserts to today.
“Our position was to convey the actual Gü again by reactivating its model DNA. It was time for the model to reestablish what premium means in desserts and reclaim its place as a class pioneer.”
Decreasing complexity throughout the id has undoubtedly made the model really feel calmer and extra assured. It additionally creates area for future innovation, one thing that issues as Gü appears past its core markets.
In lots of situations, indulgence is synonymous with abundance, however Gü has gone a unique means, choosing readability as a strong differentiator. Wanting again to maneuver ahead can be an attention-grabbing technique, because the model bets that confidence, restraint and a return to actual product magnificence will assist it stand out and keep related for the subsequent section of progress.
