Gulero needed a bold and irreverent brand in a category dominated by safe, family-friendly visuals: pastel colors, soft type, predictable packaging.
The brief was simple but ambitious: build a voice that breaks from tradition entirely. Urban, fun, unapologetic. Something that didn't try to please everyone, just to be real.
I built the visual system around street aesthetics, pulling references from skate culture, graffiti, and Rasta color codes. The logo uses a custom display type that reads as both editorial and rebellious.
The palette is loud on purpose: green, gold, red, and black, layered with humor and irreverence across every touchpoint.
From logo and packaging to campaign design and merch (yes, the skate deck is real), every piece reinforces the same voice: fun, rebellious, and unapologetic.
A brand identity that connects with a generation that doesn't want to be sold to, they want to be in on the joke.