Umei Brand Identity & Packaging

Overview:
Umei was created with a simple but powerful mission: to do things differently. As a bold and unexpected condiment brand, Umei reimagines everyday flavour through an Asian lens, drawing inspiration from nostalgic moments and authentic cultural touchstones. From the very beginning, we partnered with the founders to shape Umei into a brand that’s not just memorable, but meaningful.

Challenge:
In a crowded and often homogenous condiment space, Umei needed to stand out. The challenge was to balance modern boldness with deep cultural roots, crafting a brand that felt fresh and exciting, yet emotionally resonant and true to its heritage.