Sweet brand personality gets you every time

Posted by Christine Rosher on 30 March 2011 | 0 Comments

Tags: brand, packaging

As a lover of chocolate desserts, clean and simple branding and gorgeous packaging, I was quick to spot Gü Naughties at my local supermarket recently, and even quicker to add it to my trolley.

While taste-testing with a cup of coffee when I got home, I was impressed to find that it’s not just the product that was sweet and enticing – the UK-based company has integrated their brand name and personality into every sentence, including the instructions “Be nice with ür naughties – give one to a friend!” and “Be Güd! Please recycle the packaging.”

Their website doesn’t disappoint either. At www.gupuds.com you can find out about the ‘wonderful world of Gü’, meet their ‘Güilty team’ and ‘share the lüv’. The Gü brand is the creation of London-based agency Big Fish, who won a Design Week award for their Gü ice cream packaging (not yet available in Australia).

While new to Australia, Gü launched their first 3 products in Britain in 2003. Their range currently includes chocolate puds, cheesecakes, melting middles and cheeky pots as well as naughties, and it’s estimated that a Gü pud is now eaten somewhere in the world every 2 seconds!

The Gü story shows that it really does pay to invest in a well conceived brand and communicate that brand personality in every way you can.