The CUMI brand is a brand with a “twist” inspired by the gentle, creative, and intelligent spirit of a tiny octopus. Much like the nimble tentacles of an octopus, the product's innovative double-helix pins twist and hold hair securely in place.

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"CUMI. A little twist goes a long way." was the slogan for an ad campaign. The proposal storyboard consisted of multiple logo designs and color variations eventually zeroing-in on a version of the logo depicting the product itself and providing design flexibility for consistent brand presentation across various platforms.

 

The brand name, CUMI, suggests a "come here" invitation, welcoming customers into a world of effortless beauty and gentle, yet firm, hold. The use of light blue, which aligns with Southeast Asian market research, symbolizes the calming, trustworthy nature of the deep blue sea, creating a sense of tranquility and dependability for the customer.