Latumi

BUILDING A TRUSTED BRAND FOR MOTHERS AND CHILDREN

Following the resounding success of the Chefio brand identity project, Latumi—part of the same brand ecosystem- chose Tree Creative once again to craft a fresh brand identity, marking a promising expansion in the mother-and-baby sector. This is not only a continuation of professional imagery but also a reflection of the founder’s commitment to sustainable, ethical, and heartfelt development.

Latumi shares the same philosophy: creating genuine value for the health and happiness of every family, with a particular focus on the sustainable and safe development of young children. If Chefio is the safe choice for mothers in the kitchen, Latumi is the trusted companion in caring for their little ones.

Core Idea: The Four-Leaf Clover – A Symbol of Luck and Love

Tree Creative developed the four-leaf clover as the central visual symbol for the brand, representing both luck and love, while evoking a sense of gentle, attentive care like that of a mother. The clover isn’t rendered as a rigid emblem but brought to life across brand applications: from logo and packaging to website and marketing materials.

A key feature of Latumi’s design lies in the harmonious blend of multiple colors, creating a joyful, energetic feel without being overly bright. The palette is refined to remain friendly for children while instilling a sense of reassurance for mothers.

Logo Design – A Refined Blend of Emotional Symbolism and Brand Language

The logo combines the four-leaf clover, symbolizing luck, love, and protection, with the letter “L,” the initial of the brand name, representing a trustworthy beginning. The “L” is seamlessly integrated as a brand mark, forming a balanced, easily recognizable identity.

Notably, the subtle “smile” embedded in the logo composition is a heartfelt metaphor for connection, happiness, and peace. The very essence that Latumi aims to deliver through every product experience.

The result is a logo that is gentle yet strong, refined yet emotional. A complete beginning for the baby, and absolute peace of mind for the mother.

From Chefio to Latumi – A Unified Yet Distinct Brand Ecosystem

Latumi is positioned as a friendly, safe, and sustainable brand, aligned with the needs of modern young mothers who seek products that are not only good for their children but also infused with love and care.

Tree Creative’s prior work with Chefio proved advantageous; already understanding the core values, personality, and target customers, enabling them to create a brand identity for Latumi that is both consistent with the ecosystem and unique in its own right.

In the world of children’s brands, true differentiation lies not in flashy colors or playful designs but in genuine messages and deeply understood emotions. For Latumi, that message is reassurance, love, and connection between mother and child, and Tree Creative has delivered it with clarity, cohesion, and heartfelt emotion.