Sumu began as a quiet celebration of home, anchored in the belief that order is a form of self-care.
Bon Vivant Advisory was brought on to lead a brand refresh that would help evolve Sumu from an e-commerce product line into a more dimensional brand platform - one that could house its growing departments, deeper philosophy, and future collaborations.
We refined the identity, clarified the brand voice, and introduced a new layered system of sub-brands including Sumu Soft Goods Dept., Sumu Home Living Dept., and Sumu Kōbō.
The visual refresh focused on quiet restraint, modularity, and tone-led layouts - designed to feel lived-in, utilitarian, and thoughtful.
