Simply irresistible
Creative work with gravity
Some brands don’t need reinventing.
They need refining.
Featured in Orbit Issue 01, Derek&Eric’s global rebrand for Gü brings clarity and confidence to a much-loved range without losing what made it iconic in the first place.
A less-is-more approach to the packaging uses bold geometry and clear colour cues to make navigation effortless, while elevated photography puts the product firmly back in the spotlight. The result feels indulgent, modern and unmistakably Gü.
A strong reminder that great brand work doesn’t shout. It sharpens, simplifies and lets the product do the talking.
And yes, we’ve always got time for cheesecake!
Read more about the work here: Simply irresistible
See the other creative work we've been loving here: Orbit Issue 01
Orbit will return soon with more work that earns its place. Stay tuned for Issue 02!
