Renowned dessert brand Gü has revealed a global brand transformation designed to sharpen on-shelf navigation, boost standout and reconnect the brand with its original premium DNA, as competition in the indulgence category continues to heat up.
For many British households, buying a packet of Gü means more than just dessert. The brand’s iconic ramekins have become some of the most reused objects in UK kitchens, repurposed as candle holders, snack bowls, paint pots – the list is endless. Few food brands can claim that kind of afterlife, and fewer still inspire that level of affection.
So when Gü announced a full global rebrand, naturally, we got excited. Rolling out this month, the new identity, developed by independent creative agency Derek&Eric, marks a considered reset for a brand that has long occupied a special place in the nation’s fridges, cupboards and kitchen drawers. The goal was to bring cohesion to a growing product range, sharpen on-shelf navigation, and restore a sense of confidence and standout in an increasingly crowded indulgence category.
Speaking of indulgence, ice cream, baked goods, confectionery and hybrid treats are all vying for attention, leaving even established brands fighting harder for recognition. For Gü, whose portfolio has grown to include cheesecakes, cake pots and hot puddings, that growth brought complexity.
“The world of indulgence has well and truly exploded,” says Stefanie Jahn-Hustler, head of marketing at Gü. “While consumers love and recognise the Gü brand, and our products remain truly special, over time, we have been told the branding has lost some pizazz.
“With an exciting chapter ahead for us in terms of global growth, now feels like the perfect time for a refresh to ensure we stand out amongst the noise.”
Working closely with Gü and strategy partners Joyful & Triumphant, Derek&Eric approached the redesign with what they describe as a ‘back to the future’ mindset. Rather than reinventing the brand, the team focused on reactivating Gü’s original DNA, stripping away excess and reasserting its role as a category pioneer.
A new, clear, and flexible design system seeks to bring order to the range. Geometric layouts, colourful tabs and a restrained ‘less is more’ sensibility make packs easier to navigate at speed, while still signalling premium quality. Each product family is colour-coded and given its own visual idea, from curling striped patterns for cake pots to soft textiles paired with mousses and steaming cues for hot puddings.
Once that structure was in place, attention turned to photography. In collaboration with renowned photographer Barry Makariou, the team embraced what they call “perfectly imperfect” realism. Natural textures, subtle imperfections and a sense of tactility replace the hyper-polished imagery that dominates much of the dessert category, bringing the focus back to the product itself.
Alex Stewart, creative partner at Derek&Eric, explains how that realism was key to restoring Gü’s authority. “Gü is an industry trailblazer,” he says. “23 years ago, it set the standard across all premium at-home desserts with stylised lifestyle photography that remains the category code for desserts to this day.
“Our role was to bring the real Gü back by reactivating its brand DNA. It was time for the brand to reestablish what premium means in desserts and reclaim its place as a category pioneer.”
Reducing complexity across the identity has undoubtedly made the brand feel calmer and more assured. It also creates space for future innovation, something that matters as Gü looks beyond its core markets.
In many instances, indulgence is synonymous with abundance, but Gü has gone a different way, opting for clarity as a powerful differentiator. Looking back to move forward is also an interesting strategy, as the brand bets that confidence, restraint and a return to real product beauty will help it stand out and stay relevant for the next phase of growth.
