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Sumei
Identity and packaging design
By placing the ume plum at the heart of this cocktail line, Sumei celebrates and reclaims the fruit’s deeply woven Chinese heritage, inviting discovery and appreciation beyond its familiar forms.
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Identity Concept
At 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.
Logomark
Sumei 素梅 (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 Ideation
These 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 Identity
Each 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 Illustrations
I 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.
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Special Thanks:
Instructor: Dan Hoy
Photography: Sight Photo Studio
Hand model: Eunseo Ryu
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