How design is helping Gü regain 'distinction'

Dessert brand Gü has refreshed its packaging design in a bid to own the premium dessert space after losing brand stand out in a crowded market.

The new packaging, which comes after competitive brands led to Gü losing its distinction on shelf, is based on the theory of synesthesia, which is a neurological occurrence in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway.

Basically, in non-scientific terms, it’s as if some of your senses are cross connected.

“We wanted Gü packaging to be as exciting as the desserts they create”, said Paul Williams, creative director at Springetts which designed the packaging. “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 new designs run across the portfolio of products and each are based on the idea of 'explosions of pleasure'.

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