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.

Font in use: Porcini by Barry Stock