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Repositioning and rebranding a company whose family roots in stone cutting go back eight generations. Cumar is New England’s finest purveyor of luxury stone.
Cumar has a deep history and a reputation for superior marble, granite, and other specialty stones. But their previous marketing had not quite reflected the quality of their products. We were brought in to elevate the brand and put a face on this family-owned company. Our award-winning rebrand provided Cumar with an elegant, surprising, and memorable look that clearly say this is not your mother’s kitchen counter.
The 30th anniversary of Cumar was the perfect opportunity to develop a fresh new logo and brand identity. Clean, crisp and minimalistic, the logo is an elegant square with the letter “C,” an abstract representation of the transformation of a room by Cumar stone.
The brand identity art concept is a fanciful treatment of celestial symbols and constellations using delicate hand-drawn line art. By incorporating the various star symbols throughout the brand materials, it gave us a very fun yet elegant and cohesive look.
Our strategy of using fairytales featuring the founder’s granddaughters to showcase both large stone slabs and the family’s personal involvement in the company has, in fact, become an integral part of Cumar’s branding. The copy is minimal and uses words that describe both the story and the stone. Like Cumar itself, these ads are different. People remember them and look forward to the next installment.
Adams Design
20 Park Plaza
Boston, MA 02116