Brief
Gula is a boutique donut brand rooted in creative indulgence - where flavour meets fine art, and every bite is designed to delight. The brand needed a visual identity that could balance high-concept design with playful charm: a space where gourmet craftsmanship, cultural references, and community collaboration come together.

Solution
The identity centres around elevated play - refined typography and classical art references are paired with bold colours and expressive visuals to create a world that feels both luxurious and lighthearted. The logo is clean yet characterful, while brand motifs borrow from gallery aesthetics: curatorial labels, sculptural plinths, and reimagined masterpieces (with a sugary twist). From packaging to posters, each element celebrates “the art of indulgence.” A witty, art-forward tone of voice speaks to modern food lovers with a sense of humour - inviting them not just to consume, but to collect.

The brand also opens the frame to its audience: customers are invited to become Guest Curators, submitting new flavour ideas, while local artists are commissioned to reimagine donuts and design limited-edition packaging - making Gula not just a patisserie, but a platform for edible collaboration.

Outcome
The final identity is rich, distinctive, and full of flavour. By blending gallery culture with gluttony, and sweet maximalism with timeless visual cues, Gula positions itself as a new kind of dessert brand and indulgence becomes an art form.