*SUMI Packaging Design
*SUMI Packaging Design
The project was from course Visual Lab (Teacher: Mira Pop, Devin Teachout & Martin Lindh / Location: Jönköping University)
Brief: This project was part of a course focused on experimenting with new digital tools, particularly AI, and integrating them meaningfully into a creative process. I chose to explore how generative tools and 3D design software can support branding and packaging design for a calm, minimalist furniture brand.
Working Process
This project was developed as part of a course focused on experimenting with emerging digital tools and integrating AI into the design process. I created a visual identity and packaging concept for a fictional furniture brand called SUMI, inspired by Japanese brush art and tactile stillness, identified minimalism, quiet luxury.
The branding process began with developing a calm, minimalist tone that reflects intentional living. The logo draws inspiration from enso, a Zen symbol of simplicity and balance. The color palette (charcoal gray, soft ivory, mid-gray) and typography (Cormorant Garamond) were chosen to express quiet refinement.
I explored how AI tools could support this process in a practical, collaborative way. ChatGPT helped with structure and reflection. Midjourney and Firefly supported early mood and texture studies. 3D assets were developed using Rodin AI, Blender, and Spline, and packaging dielines were built in Adobe Illustrator and visualized using Esko Studio. An interactive web prototype was created using Figma + Anima to simulate the digital experience.
This was a personal exploration of how thoughtful branding and design decisions can be enhanced—not replaced—by AI and modern tools. It helped me test a more fluid, iterative workflow that blends tradition with technology.
Skill learned
This project was a personal exploration of how thoughtful branding and design decisions can be enhanced—not replaced—by AI and modern tools. It helped me test a more fluid, iterative workflow that blends tradition with technology.
I gained hands-on experience in managing a multi-stage design process that moved between analog inspiration and digital execution. From defining brand values to visual identity, to packaging structure and prototyping, I learned how to use AI tools to support ideation, improve efficiency, and visualize concepts more clearly at an early stage.
Working across Branding, 3D modeling, packaging design, and interactive prototyping, I also developed stronger confidence in tools like Blender, Esko Studio, Spline, and Anima. Most importantly, this process sharpened my ability to make design decisions that stay aligned with brand expression—while being open to experimentation and new workflows.
