Dumpy Sue Brand Identity

Overview

Dumpy Sue is a lifestyle shop that celebrates bold self-expression and individuality through offbeat, irreverent products designed for both home and body. The brand identity was crafted to reflect its playful, unapologetic spirit while remaining visually cohesive and versatile.

The identity system features a dynamic logo suite—including primary, secondary, and sub mark variations—paired with a retro-inspired color palette and expressive typography. Custom illustrations and brand patterns add depth and personality, reinforcing the brand’s commitment to creativity and emotional honesty.

Final deliverables included a brand guideline sheet with logo usage, color pairings, and typography recommendations, as well as mockups to visualize the brand across packaging, apparel, social media, and signage.