Branding for sinfully good food

GULA is a food truck in Leipzig that offers tacos, tapas and snacks with an international and modern twist. The brand identity is inspired by the hand-painted signage found on Mexican food stands and shops and Spanish tabernas.

Since the name means “gluttony” in Spanish, I drew from the devil card of Mexican lotería (a red devil on a yellow background) as the starting point for the palette and shapes. The design knows no half measures or rules, just as the food: the colors are pushed to the maximum contrast, the text is tilted, stretched and squeezed.

The website follows the same logic, kept minimal and built to feel like an extension of the posters and printed material. The development was made by Dean Kemball, who's also one of the two minds behind GULA.