Make the meaning easy.
Plain language that helps people understand what they are picking up.
Xume before
you consume.
Brand naming, verbal and visual identity for Xume.
A name with intent.
A mark with a job.
The name, the voice, the identity and its motion.
Built around a clearer choice.
Brand naming
Zoom in.
Before you pick it up.
Xume is pronounced “zoom”. We gave the brand a name that invites you to look closer at what you consume, with a simple line that turns the name into a habit: Xume before you consume.
ZoomXume
A closer look.
A clearer choice.
Positioning & brand voice
Know more.
Choose with confidence.
Xume puts the shopper in control. The voice makes ingredient information feel approachable, giving people the clarity to make a choice that fits them.
Give choice a voice.
Direct, memorable statements that encourage a closer look.
Stay on their side.
An ally in the aisle, with reassurance instead of judgement.
Visual identity
A simple mark.
More than a signature.
The four-colour X is built from four open forms. Together they make a recognisable mark. In motion, they separate into a scanning frame, expressing what Xume does for the consumer.
Clarity, carried through.
Clean typography, consistent icons and a clear colour system connect the mark, the app and the information it presents.
The scanner
The logo opens.
Clarity follows.
The identity becomes the interaction: the mark opens into a frame, brings the product into focus and resolves into a score. The motion makes the brand promise visible.
One scan.
Your point of view.
Xume brings ingredient information into a personalised score, taking preferences, allergies and health conditions into account. The result helps the shopper understand how a product matches what matters to them.
- 01 Scan the product.
- 02 Understand the match.
- 03 Make your choice.
App & information system
Complex information.
A clearer experience.
The same mark and colour language carry into the app, score graphics and icon system. Product information becomes easier to navigate, recognise and understand.
Brand applications
Recognisable in the app.
Present in the world.
The identity across stationery, app icons and communication. A consistent mark, with enough range to work from a small screen to a larger canvas.
Xume × ENG1N
