In their own words
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.
Our job was to shift the conversation from practicality to possibility.
The previous design had a bit of a clinical feel. It was smart but lacked the charisma and confidence that matched the product experience.
We wanted to strike the tone of a great comedian who keeps a straight face while everyone else is laughing.
For us, nothing feels better than seeing our design act as a catalyst for growth.
Articles & interviews4
- Derek&Eric Rebrand Manomasa with Vibrant Latin American Identity
London studio Derek&Eric rebranded premium tortilla brand Manomasa with a lively Latin American-inspired identity under the tagline 'Snacks With Spirit'. The refresh introduced vibrant colors, dancing mascots, and playful packaging that better reflects the brand’s energy and flavor. The project, commissioned by Valeo Foods UK, earned a Gold at the FAB Awards.
- Gü unveils a global rebrand by Derek&Eric
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&Eric reshape Furl's brand around clarity, calm and the quiet power of great design