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Gü Design Cases | D1S1

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Gü

Design work for Gü, collected from the studios behind it.

Design case: 1
Studio: 1
Latest work added: Oct 2026

Brand Identity 1

Design cases Designers News & interviews

Design cases by studio

Derek & Eric (1)

Brand Identity and Packaging for Gü
Derek&Eric refreshed the brand identity for Gü, a dessert company, working with agency partner Joyful & Triumphant. The studio crafted a simplified Gü wordmark and a packaging system to rationalise the product range. Packaging uses geometric layouts and colourful tabs, while new photography gives greater prominence to the desserts.
Cheesecake, Chocolate, Desserts

Designers behind the work

Designers and creative leads credited on Gü projects in press coverage.

Alex Stewartat Derek&Eric4

News & interviews

Alastair Johnston Explores 30 Years of Folk Sign Lettering
BP&O · Jul 15, 2026
Lisa Cain argues that everyday food packaging can gain lasting value when consumers find practical uses for it after its original contents are gone. Using Quality Street tins, Gü ramekins, Bonne Maman jars and Affogato Brand Design's Rude Olive lunchbox concept as examples, the article advocates designing packaging for durability, washability, closure performance and long-term usefulness.
Affogato Brand DesignQuality StreetGüpackaging
Lisa Cain
Gü unveils a global rebrand by Derek&Eric
Creative Boom · Jan 21, 2026
Gü has unveiled a global rebrand by independent agency Derek&Eric, aiming to restore its premium identity and simplify its growing product range. The redesign introduces a clear, flexible design system with colour-coded families and realistic photography by Barry Makariou. The project reflects a 'back to the future' approach, reactivating Gü’s original DNA while preparing the brand for global growth.
Derek&EricJoyful & TriumphantGübranding
Abbey Bamford