Alex Stewart
Creative Partner · Creative Director
Studios:Derek&Eric
Quotes
“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.”