The launch will be spearheaded by updated packaging visuals and has been timed to coincide with the 23rd anniversary of the brand’s foundation.
The London-based firm will be hoping that the ambitious rebrand will help it kick on with a renewed phase of international growth – anchored around consistency and a visual shelf presence across the globe.
‘When You’re Done Being Good, Be Gü’ will see the famous glass pots landing on more shelves than ever before across Australia, New Zealand, and the US, as well as the UK.
The redesigned packs can now be seen on domestic shelves, with the global rollout set to be actioned from April and throughout 2026.
Head of marketing at Gü, Stefanie Jahn-Hustler, said: “The world of indulgence has well and truly exploded. Alongside desserts you have ice cream, baked goods, confectionery and so much more, with shoppers spoilt for choice.
“While consumers love and recognise the Gü brand and our products remain truly special, over time we have been told the branding has lost some pizazz. With this, and an exciting chapter ahead for us in terms of global growth, now feels like the perfect time for a refresh to ensure we stand out amongst the noise.”
Matching Gü’s time-honoured ‘indulgent’ aesthetic, the new brand platform has been designed to help “relieve consumers of the guilt and pressure that comes with indulgence”, offering customers an escape from a society in which they are “made to question their every choice.”
Through this latest campaign, the premium dessert specialist aims to celebrate “balance, and the joy that comes with indulging in sweet treats, shame free.”
Joyful & Triumphant (which led the way on the brand platform creative strategy) executive creative director, Billy Faithfull added: “Getting in on the ground floor for a full brand refresh, from strategy to shelf, is what we go to work for!
“A brilliantly collective creative effort seems to have captured the spirit of indulgence without the guilt, with just the right amount of cultural resonance and bold cheek. ‘When You’re Done Being Good, Be Gü’ will give the brand a confident new voice and a creative runway that can flex across markets, moments and moods.”
