Working closely with the Gü team, alongside Joyful & Triumphant and Silas Amos on brand platform strategy, Derek&Eric developed an identity that brings the brand back to the future

Founded in 2004, Gü’s innovative identity cut through the competition, helping to bring their vision of indulgent, restaurant style desserts into the home.

Today, Gü has an enviable level of recognition, with iconic products such as the 5 layer Zillionaire Cheesecake firmly established as national favourites.

But over the years, iterative design evolution has led to a disparate and confusing portfolio, lacking the single minded excellence that once dominated the shelves, solidified a rarified status and justified a ‘worth paying more for’ price point.

How can design help a brand to reclaim it’s rightful place?

Derek&Eric 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 agency crafted the Gü wordmark, simplifying awkward elements and establishing a more solid foundation to build out from.

The packaging system rationalises the range, utilising geometric layouts, colourful tabs and a ‘less is more’ sensibility, delivering a considered elegance that aids consumer navigation.

Each product family is supported by an ownable visual idea, expressed through perfectly imperfect on-pack photography shot by Barry Makariou. Embracing texture, realism and restraint, the imagery deliberately pushes back against the highly polished conventions that dominate the dessert category today.

All new photography takes learnings from modern, expressive styles, giving an elevated prominence to the delicious puds themselves, balancing brand recognition and individual stand out with poise.

For more information on the design, visit Derek&Eric's website or follow them on Instagram .

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