Gutt
From Conservatism to Sophistication: Package Redesign for Gutt Coffee.
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.
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.
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.
