SumeiReclaiming the ume plum through craft and culture. Brand identity & packaging designCelebrates the ume’s deeply woven Chinese heritage, inviting discovery and appreciation.
Full Deck Study Identity ConceptAt the heart of Sumei lies a reverence for tradition paired with modern craft. The brand’s roots in Meizhou, Guangdong echo throughout the visual identity, harnessing inspiration from the region’s storied silk brocade textiles—symbols of luxury, artistry, and intergenerational legacy. LogomarkSumei (Sù méi) in direct translation: "su" can mean "simple" or "pure", and "mei" means "plum", further anchoring this brand in its core flavor and visual inspiration. The knot in the center is a symbol of luck. Further refinement features a modified "u" that mimics the shoulder of the bottle. Label IdeationThese are quick label explorations on how labels could fit on this form, with very early ideation of a fabric seal for the top. There was opportunity to play with the imagery that is shown in the bottle. Ultimately, landing on more natural, yet abstract ink forms dancing in the background.Brand IdentityEach bottle blends ume with a different clear spirit, arranged in a gradual journey of strength and character. Ranging from 60% to 30%, every 10% drop is shown in a gradual shift when the products are lined up. Sumei uses Span condensed semi bold for the custom-modified logotype, Span Semi bold for titles, and Eidetic Neo for headers and body. Sumei IllustrationsI created all of the custom ink illustrations for Sumei, crafting each one by hand to capture the essence of traditional Chinese brushwork through a modern, abstract lens. These analog works emphasize texture and evoke natural elements such as grain, botanicals, and water, giving every label an expressive and tactile foundation.Special ThanksInstructor: Dan Hoy
Photography: Sight Photo Studio
Hand Model: Eunseo Ryu