Gü Puds Dessert packaging by Springetts Brand Design

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DESIGN DETAILS
DESIGN NAME:
Gü Puds

PRIMARY FUNCTION:
Dessert packaging

INSPIRATION:
We wanted the Gü packaging to be as exciting as the desserts they create. As a range of amazing desserts we saw Gü as the punctuation to a meal - an exclamation mark! The team tasted each dessert and captured the words and feelings the experience created in their mouths, including colours, shapes and movement. These descriptions were then translated into the ‘synesthaesia’ inspired visuals for each flavour. The final creations provide sensorial triggers, designed to subconsciously awaken anticipation in consumers.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The final designs each provide a trigger for the senses, designed to help subconsciously awaken the anticipation of each dessert experience. 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.

OPERATION / FLOW / INTERACTION:
The final designs were created to each give a sensorial trigger, designed to help subconsciously awaken the anticipation of each dessert experience. Each image’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.

PROJECT DURATION AND LOCATION:
The project was completed in 2016 in London

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Cartons for individual and sharing desserts

SPECIFICATIONS / TECHNICAL PROPERTIES:
Card packaging for various dessert formats (glass, paper, foil)

TAGS:
Gü, puds, desserts, packaging, Springetts Brand Design

RESEARCH ABSTRACT:
Synaesthesia – triggering a sensorial anticipation without the conventional reliance on food photography alone. Synaesthesia 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. The final creations each provide a sensorial trigger, designed to help subconsciously awaken the anticipation of each dessert experience.

CHALLENGE:
Gü had become counterfeited by me-too brands globally, having previously 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. We wanted Gü packaging to be as exciting as the desserts they create.

ADDED DATE:
2017-02-24 14:27:36

TEAM MEMBERS (1) :


IMAGE CREDITS:
Springetts Brand Design, 2016.

Visit the following page to learn more: http://www.springetts.co.uk/our-work/gu
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Gü Puds

PROFILE:
Ever since we first sneaked Gü onto the shelves of a local supermarket, we’ve been pouring our hearts into making these victories more widespread; from a little-known secret to a global taste phenomenon on the tongues of millions. Today, from our London HQ to the sunny shores of Australia, we’re taking the world by storm. Food fanatics everywhere have entered a new dimension of deliciousness.

NOMINATION DETAILS

Gü Puds Dessert Packaging by Springetts Brand Design is a Nominee in Packaging Design Category.

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AWARD DETAILS

Gü Puds Dessert Packaging by Springetts Brand Design is Winner in Packaging Design Category, 2016 - 2017.



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