The desserts brand had become counterfeited by ‘me toos’ globally, having led the way in premium desserts. The simple current design no longer gave them the distinction on shelf they once enjoyed and, in a more competitive market, failed to convey the unique experience of the Gü brand.
Synesthesia – triggering a sensorial anticipation without the conventional reliance on food photography alone. Synesthesia is a neurological phenomenon in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway. In complete non-scientific terms it’s almost as if some of your senses are cross connected.
“We wanted Gü packaging to be as exciting as the desserts they create,” says Paul Williams, Springetts Creative Director. “As creators of amazing desserts we saw Gü as the punctuation to a meal, an exclamation mark! We tasted each dessert and wrote down the words and feelings the desserts created in our mouths including colours, shapes and movement. These descriptions were then translated into the ‘synesthesia’ inspired visuals for each flavour.”
“The final creations each provide a sensorial trigger, designed to help subconsciously awaken the anticipation of each dessert experience,” adds Andy Black, Managing Director of Springetts.
Each creation’s ignition point starts at Gü and bursts outwards to create each unique flavour sensation. Explosions of pleasure that create a distinct and unique visual language for the Gü brand and engage with consumers by offering far more than conventional food photography.