Rumi by Steela
ART DIRECTION
BRANDING
WEBSITE DESIGN
COPYWRITING
The creators of Steela have introduced Rumi, a new approach to luxurious handles and hardware that balances affordability with durability. Designed to perfectly complement Steela doors and windows, Rumi hardware enhances any space, creating rooms that feel inviting and distinctive. This collection brings a refined yet playful aesthetic, ensuring practicality and elegance coexist.
Glouglou Studio developed a brand identity for Rumi that aligns seamlessly with the Steela family while carving out its unique identity. The design features a refreshed colour palette that broadens its appeal, capturing a sense of fun and approachability. By blending these elements, we ensured the brand maintains its connection to Steela’s legacy while offering something distinctly its own.
The branding package featured a logo suite, comprehensive brand guidelines, and website design. We also provided art direction for Instagram posts, marketing collateral and stationery.
Pastel tones were a key part of the design strategy, softening the brand’s aesthetic to evoke warmth and accessibility. This choice allowed Rumi to stand apart from its parent brand while remaining complementary. The result is a brand identity that feels fresh, modern, and perfectly aligned with the vision of creating spaces that celebrate individuality and creativity.
Each brand under the Steela umbrella shares typographic continuity as well as a simple arch shape as a defining motif. For Steela, the arch symbolises a door; for Surface, it flips into the form of a table. While both Steela and Surface boast luxurious, high-end colour palettes to reflect their premium status, Rumi introduces a more playful and vibrant palette, appealing to a broader audience. Together, these brands form a cohesive family while excelling as standalone entities.
Services
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Branding, Art Direction, Website Design
2024
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Credits
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Branding & Art Direction: Chloe Mantell
Copywriting: Chloe Mantell
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Photography & Renders: Rumi