Creative Partner · Creative Director
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.
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.
London studio Derek&Eric has unveiled a refined new identity for British furniture maker Furl, focusing on emotional resonance and calm rather than pure functionality. The rebrand introduces a modular wordmark, soft neutral palette, and sunlit photography to reflect clarity and craftsmanship. The refreshed positioning redefines Furl as a premium lifestyle brand while staying true to its engineering roots.
Creative studio Derek&Eric has rebranded alcohol-free beer brand IMPOSSIBREW, injecting personality and warmth into its previously clinical identity. The new design balances scientific innovation with charisma through a clever wordmark, monochrome palette, and refined tone of voice. The refreshed identity has helped IMPOSSIBREW achieve significant growth and stand out in the competitive alcohol-free beverage market.