Dessert brand Gü has announced a complete global redesign, unveiling a bold new brand platform and updated packaging.
With 2026 marking 23 years of Gü in the UK, the brand is continuing on an impressive growth trajectory having contributed over £230m to be chilled desserts category in the last three years alone and consistently adding value to the premium chilled desserts category – which it was influential in establishing upon the brand’s launch in 2003.
The global rebrand marks a significant step in Gü’s next phase of growth – with international expansion being a key pillar – and comes after a desire to ensure consistency, and a visually impactful shelf presence worldwide.
With continued success across Europe, the Gü footprint is now expanding after recently landing on shelves in Australia, New Zealand and the US. Redesigned packs will be seen on shelves in the UK from the 1st January, with global rollout from April onwards.
The new brand platform, When You’re Done Being Good, Be Gü, has been crafted to help relieve consumers of the guilt and pressure that comes with indulgence, and a society where people are made to question their every choice. Gü seeks to celebrate balance, and the joy that comes with indulging in sweet treats, shame free.
Head of marketing, Stefanie Jahn-Hustler says: “The world of indulgence has well and truly exploded. Alongside desserts you have ice cream, baked goods, confectionery and so much more, with shoppers spoilt for choice. 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 this, and 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.”
The pack strategy and design work was undertaken by agency Derek & Eric, with the Creative Partner, Alex Stewart adding “Gü came to us with a brief centered on maximum indulgence, and our job was to express that in a way only Gü can. In a category increasingly dominated by value cues, we wanted to craft something unapologetically premium, a design system that commands attention, celebrates the craft behind the product, and gives Gü the standout it deserves on shelf.”
Alongside this, Joyful & Triumphant have led the way on the brand platform creative strategy and Executive Creative Director, Billy Faithfull commented “Getting in on the ground floor for a full brand refresh, from strategy to shelf, is what we go to work for! A brilliantly collective creative effort seems to have captured the spirit of indulgence without the guilt, with just the right amount of cultural resonance and bold cheek. ‘When You’re Done Being Good, Be Gü’ will give the brand a confident new voice and a creative runway that can flex across markets, moments and moods.”
