Gulerie
Patisserie · Santiago de Chile.
Naming, branding and character creation.
Capital Pleasures
The opening of a patisserie in Santiago de Chile called for new explorations in paradisiacal territory. That is how we went through the Naming process until we arrived at a neologism: Gulerie. The result of the words “gula” and “pâtisserie”, Gulerie is the place to find delicious things.
In the Branding stage we created a supersign with a central character, whom we named in a simple and meaningful way: Gula, a gluttonous little angel with a hint of little devil. With sweetness and mischief, Gula opens for us the doors of an earthly paradise.
From its origin Gulerie evokes the creation of temptations with a new meaning, one that places pleasure above guilt and desire above indifference. We summed up the brand concept with a powerful slogan that defines its mission: Capital Pleasures.
