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Brand Style Recommendations

Three brand directions for Sumay, each engineered for a distinct commercial posture.

Below, three complete brand identity systems rendered to a buildable level. Review each option, then return to the Review Hub to submit your selection and feedback.

Prepared by Epirco for  Sumay Date  April 2026 Confidential
Option 01 — Clinical Minimalism

Dermatologist-grade authority.

Sumay rendered as a medical-grade protocol. Restrained, precise, and architecturally minimal — the visual register of a clinical formulary.

Logo Lockup

Typographic mark in a precision sans-serif.

A pure wordmark at a restrained weight. No symbol, no ornament. The mark is the word, rendered with surgical spacing.

sumay®
LIGHT
sumay®
DARK
Color Palette

Clinical neutrals with a single diagnostic accent.

Surgical whites and greys anchor the system. A single deep indigo carries emphasis. Warm tones are deliberately absent.

Bone
#FAFAF9
Primary surface.
Sterile
#FFFFFF
Card surface, whitespace.
Graphite
#0F1419
Headings, logo, structural.
Slate
#4A5560
Body text.
Indigo
#1E3A8A
Single accent. CTAs, emphasis.
Typography

Inter across the system, two weights only.

A single typeface — Inter Light 300 for display, Inter Regular 400 for body. No serif. No contrast. The restraint is the signal.

DISPLAYInter Light 30056pxLS −0.02em
The system is the science.
BODYInter Regular 40016pxLH 1.65
Sumay's inside + outside protocol is built on clinical evidence, not marketing claims. Each formulation is studied at concentration, tested for skin penetration, and held against comparator products from ISDIN, La Roche-Posay, and The Ordinary before it ships. The goal is simple: skin that measures better, not skin that looks better in a mirror.
Voice & Tone

Declarative, referenced, quietly confident.

No adjectives. No hype. Claims cite evidence. The voice of a dermatologist-founded brand that doesn't need to perform warmth.

Sample copy — product page
Retinal 0.1% in encapsulated delivery. 93% reduced irritation versus free-acid retinol at equivalent concentration (internal panel, n=48, 12 weeks). For nightly use after the oral protocol.
Visual Motif

Grid-derived geometry. No organic forms.

Visual system is built from architectural abstraction — line grids, technical drawings, macro shots of texture and light. People are rarely featured.

Grid construction
Concentric system diagram
Strategic Fit

Where this direction wins and where it narrows.

When it works

  • Speaks directly to Camila (Segment B — Wellness Optimizer) who wants science-first credibility.
  • Builds the deepest trust moat against emerging D2C competitors using lifestyle cues.
  • Defensible at premium pricing. Clinical aesthetic justifies higher AOV.
  • Excellent for AI search citation — technical copy reads as authoritative.

When it doesn't

  • Narrows Valentina's (Segment A) emotional connection to ritual and prevention.
  • Risks feeling cold to Andrea (Segment C) who wants simplicity with warmth.
  • Photography direction is harder to execute at scale without a strong in-house creative team.
  • Leaves less room for founder-story and heritage angles.
Option 02 — Editorial Warmth RECOMMENDED

Considered ritual, not clinical regimen.

Sumay as a premium editorial experience — warm, unhurried, designed around the ritual as much as the result. Serves all three personas without narrowing any.

Logo Lockup

Italic serif wordmark with editorial restraint.

A wordmark set in Cormorant Garamond italic. Feels editorial, feminine, and quietly luxurious without being precious.

Sumay
LIGHT
Sumay
DARK
Color Palette

Warm neutrals anchored by earth and sunlit gold.

A palette drawn from terracotta earth, sunlit almond, and deep bronze. Quietly Latin American without being literal. The accent is gold, used sparingly.

Almond
#F5EDE2
Primary surface.
Sand
#EBE2D4
Secondary surface, breather.
Bronze
#2E1F18
Headings, logo, structural.
Cocoa
#6E5A4A
Body text, secondary.
Amber
#C4915C
Accent. Sparingly.
Typography

Cormorant Garamond display paired with Montserrat body.

A slim editorial serif carries display moments. Montserrat runs the body for legibility. The pairing reads as a premium magazine.

DISPLAYCormorant Garamond 40064pxLS −0.015em
The ritual is the result.
BODYMontserrat Regular 40016pxLH 1.7
Sumay begins with what you put in — a formulated oral supplement that works at the collagen level — and closes with what you apply on top. Together they form a system, not a regimen. The distinction matters. A regimen feels clinical. A system feels intentional. Ours is designed to hold its place on your shelf for years, not months.
Voice & Tone

Intimate, considered, quietly commercial.

Writes as if to a knowledgeable friend. Warmth without saccharine. Claims tied to ritual as much as outcome.

Sample copy — product page
The oral comes first. Two capsules at breakfast, every day, without fail. Three weeks in, your skin has already begun to change from beneath the surface — before any serum has touched it. The topical, when it comes, is the final fifteen percent. This is the order. This is the system.
Visual Motif

Still-life editorial. Warm light. Architectural restraint.

Photography is slow, considered, and domestic in feeling — product beside a ceramic bowl, morning light through linen, hands at ritual. Never lifestyle shoots with models.

Editorial still-life treatment
Ritual composition
Strategic Fit

Why this is Epirco's recommendation.

When it works

  • Only direction that serves all three personas without narrowing any.
  • Matches the Balanced Growth strategic recommendation from the sitemap phase.
  • Translates the inside + outside system thesis into a visual register clients already associate with premium.
  • Scales globally — editorial warmth reads across Latin America and into English-speaking markets.
  • Defensible at premium AOV without requiring clinical proof points on every surface.

Considerations

  • Requires ongoing editorial content production — a commitment, not a one-time build.
  • Less immediately legible to a user looking only for clinical proof.
  • Photography direction is more demanding to sustain than Option 01's geometric system.
Option 03 — Heritage Modernism

Colombian craft, rendered contemporary.

Sumay rooted in Colombian design heritage — quiet craft, textile-derived pattern, botanical references — rendered in a contemporary, disciplined design language.

Logo Lockup

Serif wordmark with a woven monogram mark.

A Playfair Display wordmark paired with a geometric monogram derived from Wayuu weaving motifs — contemporary, not folkloric.

Sumay
LIGHT
Sumay
DARK
Color Palette

Botanical greens and craft clays.

Drawn from Colombian landscape — the deep green of cloud forest, the clay of highland pottery, cream of raw linen. The accent is a considered terracotta.

Linen
#F0E9DC
Primary surface.
Clay
#D9CCB3
Secondary surface.
Forest
#15392D
Headings, logo, structural.
Moss
#4A6350
Body text, secondary.
Terracotta
#B55A3C
Accent. Sparingly.
Typography

Playfair Display display paired with Montserrat body.

Playfair Display carries the heritage register. Montserrat body keeps it contemporary and legible. The pairing reads as rooted but forward.

DISPLAYPlayfair Display 50056pxLH 1.12
Roots made modern.
BODYMontserrat Regular 40016pxLH 1.65
Sumay is a Quechua word — it means beautiful, and also well. Our formulations draw from the Andes as much as the lab. The collagen that anchors the oral protocol is cold-processed in Bogotá. The botanicals in the topical are cultivated within 200 kilometers of our founder's hometown. Heritage, in our case, is operational — not performative.
Voice & Tone

Grounded, quietly confident, place-specific.

Draws on Colombian roots without nostalgia or folklore. References landscape, process, and place. Commercial, not romantic.

Sample copy — founder letter
I grew up in a country where skincare started in the kitchen — aloe broken from the garden, rosehip infused into oil by my grandmother. Sumay is not nostalgia. It is what happens when those ingredients meet peptide science, cold-process manufacturing, and a clinical lab in Medellín.
Visual Motif

Textile-derived geometry and botanical abstraction.

Visual system references Wayuu weaving geometry, Andean landscape forms, and botanical macro photography — abstracted, never literal.

Textile geometry
Botanical abstraction
Strategic Fit

Where this direction wins and where it narrows.

When it works

  • Deeply owns the Colombian origin story — hard to imitate by competitors.
  • Speaks strongly to Valentina (Segment A) who wants ritual, heritage, and meaning.
  • Anchors the brand against global indie competitors who sell product without place.
  • Natural fit for founder-led content and PR narratives.

When it doesn't

  • International expansion becomes harder — heritage reads differently outside Latin America.
  • Camila (Segment B) may find the register insufficient on scientific proof.
  • Risks folkloric associations if execution slips — the line between heritage and cliché is narrow.
  • Requires deep investment in photography and storytelling to execute without tipping into nostalgia.

Side-by-side decision matrix.

The three directions compared on ten strategic dimensions. Option 02 is Epirco's recommendation.

Dimension 01 Clinical Minimalism 02 Editorial Warmth RECOMMENDED 03 Heritage Modernism
Positioning register Dermatologist-grade authority Premium editorial ritual Colombian craft heritage
Primary persona fit Camila (Segment B) All three, balanced Valentina (Segment A)
Typography style Single sans-serif, two weights Italic serif display + sans body Serif display + sans body
Palette temperature Cool, neutral Warm, earth-anchored Deep, botanical
Accent color Indigo — single, diagnostic Amber — warm, sparing Terracotta — heritage-coded
Imagery direction Geometric, architectural Still-life editorial Textile geometry, botanical macro
Voice register Declarative, cited, restrained Intimate, considered, warm Grounded, place-specific
Premium defensibility Very High — clinical proof Very High — editorial craft High — heritage scarcity
International scalability High — clinical reads globally Very High — editorial translates Medium — heritage reads locally
Ongoing content demand Medium — geometric system Medium-High — editorial cadence High — photography and storytelling
Epirco's recommendation
Option 02 — Editorial Warmth. It is the only direction that serves all three personas without narrowing any, and the only one that translates Sumay's inside + outside system thesis into a visual register clients already associate with premium. It matches the Balanced Growth strategic path from the sitemap phase, scales internationally, and is defensible at premium AOV without requiring clinical proof points on every surface.