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.

We kept the most iconic elements and basic colours (noble black and exquisite gold) but made the package modern and stylish. The new design continues to emphasize German quality but gives the package a more sophisticated look. A “wave” going through all types of SKU (stand-up pouches and glass jars) forms a brand wall on the shelf. Balance, compositional laconism, and smooth shapes typical for the premium segment emphasize the price worthiness of the product.