Product or image? Defining the optimum luxury branding strategy.
In luxury branding, some brands lead with product quality, while others focus on image and storytelling. This article explores how the most successful names in luxury balance craft and culture to build long-term brand equity and lasting consumer appeal.
In luxury branding, a digital world is elevating the physical to new heights
In an era defined by AI, templates, and instant website design, luxury brands are finding renewed power in the physical. This article explores why craft, materiality, and human intention matter more than ever in building enduring emotional connections.
Luxury in the Middle East
Exploring the fast-evolving Gulf luxury market, and how a luxury branding agency can help global brands resonate with audiences across Saudi, UAE and Kuwait.
Koraru - circular packaging as brand statement
How sustainable packaging became a central brand statement for Kōraru — and how SUM brought circularity to life through material and design choices.
Luxury brands look back to get ahead
After an era of streamlined logos and nearly constant drops of Instagrammable merchandise, European fashion houses are reasserting brand signatures from their pasts to signal lasting value in an uncertain market.
Redefining London luxury
London based startup Shaku is an emerging brand best known for its highly detailed botanical drawings on scarfs and accessories. The Shaku brand produces luxury accessories, homewares, candles and scarfs, all born from the love of drawing and nature.
SUM - from London to the world
From its London offices, SUM. collaborates with its clients to develop, build, and grow their global brands. We have worked with international fashion and luxury brands including Jimmy Choo, La Perla, Âme diamond jewellery, and Victoria Beckham , as well as with London- centric brands such as Allsaints, Bloomsbury, Boujis, and Hackney Walk.
SUM - the leading luxury branding agency
London has long been a focal point of the global luxury, design and branding industries. SUM., based in Shoreditch, has worked with clients who have built their brands in markets across the globe. We’ve worked with Jimmy Choo, La Perla, Âme diamond jewellery, Boujis, Victoria Beckham and many others, to create brand strategies and identities, and to create their marketing plans and campaigns.
We love building brands
Sum is well known for building some well known established luxury and fashion brands but we also love to work with start ups and early stage brands. We have launched many in the last few years.
