Gü is a high-quality desserts brand acquired by Exponent, a private equity firm, in 2021. The new packaging designs highlight Gü’s acquisition by the equity firm. The desserts brand needed a makeover since the old packaging design had lost its charm and looked exceedingly formal.
“When it first launched Gü was a pioneering challenger, setting new standards in premium pleasure with a world of wicked indulgence. But the current packaging had lost this edge, becoming cold and logical in a category that’s anything but, and leaving the brand stuck in an overly formal, infrequent ‘after dinner’ occasion.
Outlaw’s new design draws from the best of Gü’s past while moving the brand forwards, shortcutting logic with packs which are distinctive, contemporary and irresistibly indulgent to challenge ice cream and chocolate for a spot in more informal sofa moments.”
Exponent approached Outlaw, a London-based creative agency, to create new packaging designs that were contemporary and fun. The inspiration behind the packaging design came from Gü’s patisserie roots. The dynamic packaging design appears modern, with a high level of shelf value.
“Like most consumers we had a picture of Gü in our minds which didn’t match the current reality on shelf – but turning back the clock wasn’t enough. Instead the new design combines the iconic, established elements of the brand with new photography styling and more dynamic typography and assets, ushering Gü away from the dinner table and into the hands of anyone looking to dial up the indulgence of their Friday night sofa moment.”
Anthony Wells Gü CMO said:
“A critical part of our strategy to double our growth is establishing a modern Gü visual identity – a need to reflect our global positioning and build new distinctive brand assets. Outlaw have been the perfect partner on our journey so far, understanding and reacting to the strategic and creative challenges of our fast-moving and highly ambitious business to deliver our new identity that builds our brand and improves shelf impact. We’re excited to continue that partnership into a pipeline of delicious innovation over the next 18 months!”