Umami Studio is a Jaipur-based D2C home décor brand that redefines everyday living with aesthetically refined, Pinterest-worthy products. Their range includes lamps, pet beds, mats, runners, baskets, and more—each designed with a unique twist that fuses contemporary aesthetics with everyday ease. Built on the philosophy of amalgamation, Umami celebrates creativity, balance, and authenticity, appealing to design-conscious millennials and Gen Z audiences.
While their products are unique and Pinterest-worthy, the challenge was that their identity did not fully capture their philosophy of amalgamation—the fusion of diverse styles, materials, and ideas into seamless, timeless designs. The brand needed a visual identity that could express its creative, trendsetting personality while maintaining refinement and balance. The goal was to develop a logo and design system that not only differentiates Umami in a competitive décor market but also feels versatile across packaging, illustrations, and merchandise—ensuring a cohesive yet inspiring brand experience.
The final logo captures the essence of Umami Studio with a mark that is both distinctive and versatile. By blending two contrasting typefaces, the design communicates balance—structured yet expressive, modern yet timeless. The stylized ‘M’ acts as a memorable focal point, giving the logo an artistic signature that sets it apart in the competitive décor landscape. Together, the elements create a visual identity that feels refined, creative, and trend-forward, mirroring Umami’s role as a brand that transforms everyday living spaces into thoughtfully curated experiences.
The visual language of Umami Studio draws directly from its products, using flat 2D vector silhouettes of furniture and décor items as graphic elements. These outlines can be arranged in structured lineups or scattered compositions, creating versatile supergraphics that reflect balance and playfulness. A soft pastel palette adds freshness and approachability, while a minimal grunge overlay introduces a handmade, tactile quality—echoing the artisanal essence of the brand. The result is a system that feels modern yet personal, seamlessly extending Umami’s identity across digital and physical touchpoints.
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