Gutt
Brief
Gutt coffee is manufactured in Germany and supplied to CIS and Easter European markets. The trademark positions itself as the only instant coffee of German quality in Belarus.
The content of the product has been improved leading to the change of its price category. We had to update the package design to reflect the evolution of Gutt.
Decision
The earlier version of the package supported the name by literal visualization of the term “German quality” (including by means of colours). However, this approach seemed too conservative for the new price category and the market in general.
The trademark was already recognizable by the customers, and therefore we decided to move away from direct associations.
By retaining recognizable elements and core colors—elegant black and refined gold—we made it stylish and modern.
The earlier version of the package supported the name by literal visualization of the term “German quality” (including by means of colours). However, this approach seemed too conservative for the new price category and the market in general. The trademark was already recognizable by the customers, and therefore we decided to move away from direct associations.
