When it launched in 2023 Gü was a pioneering challenger, setting new standards in premium pleasure with glass ramekins and a world of wicked indulgence that hadn’t been seen on supermarket shelves before. But times had changed, with other brands and own label launching products that could compete on taste and attitude.

Against these competitor challenges Gü’s packaging had also lost its original moody edge, becoming cold and logical in a category that’s anything but, and making it difficult to continue commanding a premium price point.

The new design draws from the best of Gü’s past while still moving the brand forward, shortcutting logic with packs which are distinctive, contemporary and irresistibly indulgent.