GULA-GULA
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ART DIRECTION & VISUAL SYSTEM
Gula Gula is a brand concept for a contemporary Hawaiian pizzeria, where pleasure takes precedence over rules. The flagship product — pizza with pineapple— is already controversial.
THE CHALLENGE
In a market saturated with "serious" artisanal pizzerias—minimalist, black, slab serif, craft aesthetic—almost all the brands look the same. Everything feels: rustic and masculine.
The opportunity was clear:
to break with the sector's visual code.
To create a brand that didn't speak of Italian tradition.
THE CHALLENGE
The name Gula Gula works on two levels:
On one hand, it references Hawaiian cuisine and its cultural fusion, aligning with tropical pizza as its signature dish.
On the other, it connects with the idea of gluttony as an emotional impulse: eating because you love it, not because you need it. The brand is built around guilt-free pleasure.
It's a repetitive, rhythmic, and playful name. Easy to remember, almost onomatopoeic. More of a feeling than a description.
I developed my own digital illustration system as a central part of the brand language. The goal was for each piece to feel like a collectible, not just a container. Something you'd want to photograph before opening it.
Isabel Arias Beltrán
Art Direction
Visual System Design
Branded Illustrations
Packaging Design
Print Production
Prepress & Final Artwork
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