Guula is a lingerie brand based in Indonesia that redefines femininity through the female gaze—effortlessly cool, empowered, and unapologetically romantic.
Tasked with designing their brand identity, packaging, and collateral—including mailer boxes, sachets, hang tags, and thank-you cards—I sought to capture the essence of Guula’s origins. Inspired by the South of France, I drew from the elegance of vintage French dessert boxes—sweet, sophisticated, and evocative, hinting at the experience within.
For typography, I chose a romantic combination reminiscent of love letters: a flowing cursive for titles and a refined serif for body text. This blend of elegance and nostalgia reinforces Guula’s timeless yet modern aesthetic.
The color palette strikes a balance between richness and softness. Deep, mature hues exude confidence and luxury, while delicate romantic tones reflect the brand’s playful femininity. The result is a brand identity that feels both effortlessly chic and intimately personal.
