Sumu / Brand Identity + Visuals System
— Brand Identity
— Visuals System
— Creative Direction
— Content Creation
Overview
Sumu had evolved. What began as a single lifestyle brand had grown into a multi-department business with product design, home goods, soft goods, and systems development all coexisting under one roof.
Our task: bring structure without killing soul. We updated the logotype, redefined the brand hierarchy, and created a set of sub-brand identities that could speak to different product lines while still feeling like they belonged to the same machine.
Approach
The main logotype was refined for balance and visual weight, then paired with departmental typography that echoed both utility and order. We built a modular grid system that allows each department - HOME LIVING, SOFT GOODS, and KŌBŌ SYSTEMS - to express its own identity through unique color palettes and corresponding Japanese descriptors.
Each identity was tested across print, packaging, signage, and digital applications to ensure scalability and consistency.
Results
The refreshed brand system gave Sumu internal clarity and external flexibility. It now communicates more clearly across product categories, builds trust with wholesale and OEM clients, and offers room to grow into new verticals without losing its original tone: organized, intentional, and quietly obsessive.
