Gü Puds: Redefining Dessert Packaging

Award-winning design that ignites anticipation and pleasure

Gü Puds, known for their indulgent and high-quality desserts, sought to revamp their packaging to reflect the unique experience their desserts offer. Springetts Brand Design took on the challenge and created a design that goes beyond conventional food photography, providing visual sensorial triggers that awaken anticipation in consumers.

The inspiration for the Gü packaging came from the idea of desserts as the punctuation to a meal - an exclamation mark. The design team tasted each dessert, capturing the words, colors, shapes, and movement that the experience evoked. These descriptions were then translated into visuals inspired by synesthesia, a neurological phenomenon where stimulation of one sensory pathway leads to experiences in another. The result is a range of packaging designs that ignite anticipation and create a distinct and unique visual language for the Gü brand.

Each pack's creative ignition point starts at the word Gü and bursts outwards, symbolizing the explosion of pleasure that awaits consumers. The designs not only differentiate Gü from me-too brands but also engage with consumers on a deeper level, offering more than just a glimpse of the dessert inside.

Utilizing cartons in various sizes and materials such as glass, paper, and foil, the Gü packaging caters to individual and sharing desserts in a range of recipes. The technical specifications were carefully considered to ensure the packaging not only showcases the desserts but also protects and preserves their quality.

The Gü packaging redesign project was completed in 2016 in London. The team faced the challenge of reestablishing Gü as a premium brand in a market saturated with imitations. The previous design no longer conveyed the brand's unique experience and failed to stand out on the shelf. With the new packaging, Gü once again asserts its position as a leader in the dessert industry.

This exceptional design has been recognized with the Bronze A' Design Award in 2017. The award celebrates designs that exhibit creativity, resourcefulness, and technical excellence. By incorporating best practices in art, science, design, and technology, the Gü packaging contributes to improving the quality of life and making the world a better place.