Springetts Redesigns Gü
Gü has relaunched its portfolio of desserts with designs by Springetts Brand Design Consultants.
The agency says Gü had become the victim of copycats globally and so the current design no longer gave them the distinction on shelf and, in a more competitive market, failed to convey the experience of the Gü brand.
The new look was developed around a creative concept dubbed “synesthesia” – named after a neurological phenomenon in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway.
As a result, instead of using conventional food photography, each new design features bursts described by the designers as “explosions of pleasure”.
“We wanted Gü packaging to be as exciting as the desserts they create,” says Paul Williams, Springetts creative director. “As creators of amazing desserts we saw Gü as the punctuation to a meal, an exclamation mark! We tasted each dessert and wrote down the words and feelings the desserts created in our mouths including colours, shapes and movement. These descriptions were then translated into the ‘synesthesia’ inspired visuals for each flavour.”
“The final creations each provide a sensorial trigger, designed to help subconsciously awaken the anticipation of each dessert experience,” adds Andy Black, managing director of Springetts.