Gula was born to satisfy "the incorrigible ones": those who want everything, want it now, but know that food must be nourishment.
A taste-centric naming for a health-centric product.
Tasty legumes in minutes.
Gula is a D2C brand from Praga. Innovation meets solution: legume-based premixes for preparing (literally) delicious healthy foods. Brownies, falafel, cookies, burgers, and much more, all with the addition of water or oil.
Combining tempting real photos and textures with the careful illustration of a hand holding real legumes, was the most direct way to resolve a honest identity with the strength of simplicity and truth.
Powerful name, good asociations.
Gula is meant to be a "self-treat" but with something healthy. That's why we chose a name with potentially completely positive associations: everything takes on a new meaning depending on the context.
Brand Positioning
On our positioning axis, Gula was positioned for Purpose and Personality: a strong, playful and practical brand for giving yourself a healthy sense of joy.
Indulge in real food without the weird stuff. Be honest and go all out for what's healthy.
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Gluten-free premixes ready to feed and satisfy your craving for something (sweet or salty) truly delicious.
