Springetts has created new packaging for dessert brand Gü, basing its designs of the concept of synaesthesia – a condition where the senses can be joined together.
The consultancy says it ditched the “conventional food photography” route in favour of visual inspired by the sensations of eating the Gü desserts.
Springetts creative director Paul Williams says: “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 ‘synaesthesia’ inspired visuals for each flavour.”
Springetts says it was briefed to create a “distinctive” new look for Gü, which launched in 2003. The consultancy adds: “Gü 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.”
Springetts says that with the new design: “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.”