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The world of Synaesthesia

Gü had become copied by every own label retailer globally. The current design no longer gave them any distinction on shelf and also gave no clues as to the unique experience of the Gü brand.

Synaesthesia– triggering a sensorial anticipation without the conventional reliance on food photography.

“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.”


We wanted Gü packaging to be as exciting as the desserts they create. As creators of amazing desserts we saw Gü as the punctuation to a meal, an exclamation mark!

The final creations each give a sensorial experience of how each dessert tastes. 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.