KUMA & TARTINERIE - Brand Identity Design
Budget: $30 – $250 USD
BRAND BRIEF — KUMA & TARTINERIE
Umbrella Concept
Kuma and Tartinerie are sister brands under the same family of premium, artisanal food
experiences. Together, they celebrate craftsmanship, aesthetic care, and the joy of sharing
— delivering exceptional quality whether savory or sweet.
KUMA
Description:
Kuma is a premium prepared foods brand that blends artisanal craftsmanship with modern
convenience. The name “KUMA” (Japanese for “bear”) evokes strength, warmth, and
authenticity.
Personality:
Savory, elegant, minimalist, modern, with subtle Japanese influences.
Target audience:
Food lovers, especially women 25–70, who seek restaurant-quality meals at home.
Colors:
Black, white, gold, deep purple, or burnt orange (per product line); no earthy tones.
Visual elements:
Minimalist bear icon (geometric or line art), Japanese calligraphic touches (subtle).
Applications:
• Deli packaging (Carpaccio, Lasagna — premium, minimalist)
• Social media
• Merch
• Stationery
TARTINERIE
Description:
Tartinerie is an artisanal pastry brand that creates desserts to bring people together and
sweeten special moments. Each product is crafted with care for a homemade, authentic, and
cozy experience.
Personality:
Sophisticated, elegant, warm, and inviting.
Target audience:
Women aged 25–70, sweet lovers, social event enthusiasts, people who value flavor and
beauty.
Colors:
Midnight blue, burgundy.
Visual elements:
Granite textures, elegant typography, delicate design details.
Applications:
• Packaging (boxes, stickers)
• Product labels
• Social media
• Uniforms
• Stationery and general branding
Shared Values & Aesthetic Links
• Artisanal quality & attention to detail
• Focus on moments of connection (around the table, with friends or family)
• Minimalist, sophisticated visual identity
• Shared premium feel, each with its own flavor palette (savory vs. sweet)
• Both brands should be independent enough to stand alone, but they should have one
connecting element that solidifies they are sister brands.
Deliverables for the Designer
• Logos for both brands (horizontal and stacked versions)
• Icons or visual motifs (bear for KUMA; granite/texture motif for Tartinerie)
• Color palettes (with HEX/Pantone references)
• Typography (primary + optional secondary)
• Sample applications for packaging, social media, uniforms, and stationery
Umbrella Concept
Kuma and Tartinerie are sister brands under the same family of premium, artisanal food
experiences. Together, they celebrate craftsmanship, aesthetic care, and the joy of sharing
— delivering exceptional quality whether savory or sweet.
KUMA
Description:
Kuma is a premium prepared foods brand that blends artisanal craftsmanship with modern
convenience. The name “KUMA” (Japanese for “bear”) evokes strength, warmth, and
authenticity.
Personality:
Savory, elegant, minimalist, modern, with subtle Japanese influences.
Target audience:
Food lovers, especially women 25–70, who seek restaurant-quality meals at home.
Colors:
Black, white, gold, deep purple, or burnt orange (per product line); no earthy tones.
Visual elements:
Minimalist bear icon (geometric or line art), Japanese calligraphic touches (subtle).
Applications:
• Deli packaging (Carpaccio, Lasagna — premium, minimalist)
• Social media
• Merch
• Stationery
TARTINERIE
Description:
Tartinerie is an artisanal pastry brand that creates desserts to bring people together and
sweeten special moments. Each product is crafted with care for a homemade, authentic, and
cozy experience.
Personality:
Sophisticated, elegant, warm, and inviting.
Target audience:
Women aged 25–70, sweet lovers, social event enthusiasts, people who value flavor and
beauty.
Colors:
Midnight blue, burgundy.
Visual elements:
Granite textures, elegant typography, delicate design details.
Applications:
• Packaging (boxes, stickers)
• Product labels
• Social media
• Uniforms
• Stationery and general branding
Shared Values & Aesthetic Links
• Artisanal quality & attention to detail
• Focus on moments of connection (around the table, with friends or family)
• Minimalist, sophisticated visual identity
• Shared premium feel, each with its own flavor palette (savory vs. sweet)
• Both brands should be independent enough to stand alone, but they should have one
connecting element that solidifies they are sister brands.
Deliverables for the Designer
• Logos for both brands (horizontal and stacked versions)
• Icons or visual motifs (bear for KUMA; granite/texture motif for Tartinerie)
• Color palettes (with HEX/Pantone references)
• Typography (primary + optional secondary)
• Sample applications for packaging, social media, uniforms, and stationery