Branding & Visual Identity

🥗 Gula

COMPANY

Gula

ROLE

Graphic Designer

EXPERTISE

Branding

YEAR

2022

Description

Gula is a vegetarian food brand that offers healthy ready-to-eat meals, baked goods, and event catering services. The brand combines conscious eating with everyday indulgence—delivering flavor without compromising ethics.

I was responsible for creating the complete visual identity, including branding strategy, logo design, packaging, stationery, signage, and a full graphic system that reflects Gula’s balance between comfort and vitality.

Timeline


  • Phase 1: Brand research, moodboarding, and identity development

  • Phase 2: Logo, color palette, typography and packaging design

  • Phase 3: Creation of physical brand assets—labels, menus, signage, stickers, uniforms

  • Now: Brand actively in use across food delivery, events, and physical points of sale

Background

Gula was born as a small kitchen project focused on plant-based meals, aiming to make vegetarian food feel delicious, accessible, and celebratory. The brand needed a design system that could express its dual spirit: fresh and homey, vibrant and wholesome.

The visual identity I created plays with organic forms, warm colors, and bold type—striking a balance between health-conscious simplicity and indulgent aesthetics.

Process


  • Brand Concept:
    Worked closely with the founders to define the tone of voice, positioning, and visual inspirations.

  • Logo Design:
    Created a custom logotype inspired by hand-made textures and kitchen warmth, ensuring it felt approachable and adaptable across formats.

  • Packaging & Print Design:
    Designed packaging systems for food containers, baked goods, and takeout bags—optimized for both practicality and visual consistency.

  • Environmental Graphics:
    Developed signage and display pieces for pop-up stands and catering setups, aligning physical space with the brand’s mood.

Research & Planning


  • Researched competitors in the vegetarian and conscious food space

  • Identified key brand differentiators: handmade, nourishing, joy-driven

  • Defined use cases across digital, physical, and event-related materials

Design & Prototyping


  • Built multiple logo and symbol variations, testing for scalability and printability

  • Created color palettes and layout systems for social content, packaging, and menus

  • Produced mockups and prototypes for packaging labels, stickers, and event visuals

Development & Implementation


  • Delivered a brand manual and print-ready templates for ongoing use

  • Provided visual assets for social media and marketing

  • Supervised the application of design across event setups, product packaging, and signage

Solution

The result is a brand identity that feels fresh, comforting, and confident—capable of expressing Gula’s values across multiple platforms. The system is modular, easy to reproduce, and flexible enough to grow as the business expands.

Key Features


  • Logo System: Custom logotype with playful yet refined character

  • Packaging Design: Labels, boxes, and stickers that balance eco-consciousness and shelf appeal

  • Print Collateral: Business cards, menus, signs, and event visuals with cohesive design

  • Visual Language: A flexible toolkit of colors, shapes, and textures for consistent storytelling

Results


  • 🌱 Increased visibility and recognizability across Gula’s delivery and catering services

  • 🧁 Cohesive branding present in every customer touchpoint—from online presence to physical products

  • 📦 Practical, scalable packaging ready for expansion into larger distribution

  • ✨ Positive client feedback on the brand’s clarity, warmth, and professionalism

Final Outcomes


  • Complete brand identity package ready for long-term use

  • Strong customer connection through visual storytelling

  • A brand that reflects not just what Gula serves—but how it feels to experience it