ZUM
CONCEPT & IDEA
While the home care market often stays within neutral territory, this rebrand aims to position Zum in a premium space, with more audience focus on health-concious and eco-friendly consumers. The rebrand specifically targets individuals who prioritize natural, non-toxic ingredients by bridging functional cleanliness with a spirited, bold tone, turning everyday routines into sensory rituals. Expert, expressive, natural, sustainable, aromatic—Zum is more than clean, it’s a statement.
APPROACH
The redesigned Zum identity centers on a logotype that is both bold and organic, featuring a fluid character with a water drop detail integrated into the "z." This visual language extends into a functional, eco-conscious packaging system designed to integrate seamlessly into modern home decor. The choice of materials and brand tone also traces back to Zum’s origin as a farm store, translating those rustic roots into imagery and printed decisions.
The primary vessel is a minimalist frosted glass bottle designed as a permanent interior object. It features a bottom-refill system made from recycled Sulapac materials— housing a concentrate sufficient for six full bottles.
To minimize waste and maintain the aesthetic of the glass, the name tags are designed to be peeled from the refill unit and reapplied to the primary bottle during each refill process. The secondary packaging utilizes recycled environmental paper, reflecting a commitment to circularity.