Elumi Branding_Ireland McCafferry by Moon Kang

Harmony in Every Hug

BRANDING PROJECT

Ireland McCafferty

What is Elumi?

Elumi is a plush doll brand built on the guidance and protection that the Five Elements of Wu-Xing have granted humanity for the past several centuries, presented in the form of cuddly, plush companions.

Each character serves not just as a plush companion, but as a guardian — offering reassurance, support, and a sense of protection. Much like traditional worry dolls, these playful yet soothing beings are here to ease the burdens of everyday life, bringing lightness and peace in an ever-demanding world.

We aim to create more than just adorable characters — we seek to offer a sense of tranquility. By tapping into the symbolism of the Five Elements, we are able to craft unique personalities for each aspect, allowing our audience to connect with them on a deeper, personal level. These characters are designed to not only brighten a space, but to guide, comfort, and inspire. With the spirit of WuXing at their core, they represent a reminder that balance and joy are always within reach, even in the most chaotic of times.

Our products and services are tailored to those who value authenticity, mindfulness, and self-care. These plush figures are more than just decor; they are emotional anchors — gentle companions in the journey of life. Whether they are placed on a bedside, tucked into a bag for a bit of comfort on the go, or displayed on a shelf as a reminder of inner peace, these guardians are here to bring joy, provide emotional support, and invite peace and balance into life.

Mission Statement

Our mission is to bring balance, playful, comforting characters guardians aim to guide you, protect in life’s natural flow.

balance, comfort, and joy to people’s lives through characters inspired by the Five Elements of Wu-Xing. Our protect your peace, and remind you of the beauty

Positioning Statement

For individuals seeking comfort, the ancient wisdom of Wu-Xing a unique blend of joy and guidance. design, our brand creates meaningful spirit. Each character is thoughtfully forces of nature, providing protection, natural harmony.

comfort, balance, and emotional support, Elumi brings Wu-Xing to life with plush guardians designed to offer guidance. Blending timeless philosophy with modern meaningful connections that nurture the heart and thoughtfully designed to embody the elemental protection, peace, and a reminder of life’s

Tagline “Harmony Every

“Harmony

in Every Hug.”

The Appeal of Stuffed Animals

When people think of stuffed toys, more commonly known as stuffed animals, stuffies, or plush dolls, they are often exclusively associated with children. However, they have reached new heights of prevalence among adults in recent years, as shown by both pre- and post-pandemic surveys and studies.

After decades of single-digit annual growth, sales within the toy industry increased 17% in 2020, and an additional 14% in 2021.

Toy sales remain up 38% in comparison to the pre-pandemic year of 2019, attributed in part to increased interest from adults.

Stuffed toys are especially popular among Millennials (born 19811996) and Generation Z (1997-2012). In the first 3 months of 2024, people aged 18 and over accounted for toy sales worth more than $1.5 billion.

In 2018, it was estimated that four out of ten (43%) adults own at least one stuffed toy.

Three out of four millennials reported keeping two or three stuffed animals from their childhood.

The Appeal of Stuffed Animals

Whether it be a favorite Build-a-Bear or Beanie Baby from childhood, or a new purchase from today’s top brands such as Squishmallow or Jellycat, it is clear that stuffed toys have been experiencing increasing popularity among young adults. But for what reasons?

The chaos and uncertainty of the COVID-19 pandemic created a need for comfort and escapism that can still be felt half a decade later — a need that can be met with vicarious living through plush characters. Some brands, such as Send a Friend and Warmies, cater to these needs, bringing comfort to people through pleasant scents or heartfelt messages from loved ones.

While 36% of young adults reported symptoms of anxiety during this time, they have been shown to invest more time and effort into maintaining physical and mental health, as well as establishing good self-care. Just as sports, books, music, television, journaling, or any traditionally adult interest can, stuffed animals provide people with feelings of comfort, stability, and peace of mind.

What are the Five Elements?

The Five Elements of Wu-Xing, also translated as Five Phases, Five Movements, or Five Steps, are a philosophical and conceptual framework used to analyze a wide array of phenomena. Originating in China, this concept has been regarded as the foundation of the universe for centuries, believed to have great influence over interactions and occurrences in the natural world.

The Five Elements are interconnected in two cycles of interaction: a generative cycle, and a destructive cycle. The generative cycle can be further divided into cycles of inter-promoting and weakening. Likewise, the destructive cycle can be divided into cycles of inter-regulating and counteracting. Each phase of the cycle is represented by one of five natural elements:

• wood

• fire

• earth

• metal

• water

Each element is symbolic for a stage of the cycle. For example, the element of wood represents beginnings, while earth represents a period of stability.

Some additional fields or phenomena in which the Five Elements have been credited with impacting, influencing, or explaining include:

NATURE

The Five Elements have been used to explain natural phenomena such as the cycles of planets, alongside changes of both weather and seasons.

PERSONALITY

Both positive and negative emotions and traits, such as virtues, have been associated with each of the Five Elements.

MATCHMAKING

Each person has a primary element that influences their personality and energy, the analysis of which can be crucial in determining compatibility between two individuals.

POLITICS

Since its conception, the Five Elements system has been used to categorize and legitimize dynasties, as well as predict when and how their downfall would arrive.

MARTIAL ARTS

The Five Elements inspired the practices and strategies of martial art forms such as Taiji Quan, in which they take the form of principles used to maintain bodily harmony and flow of action.

What are the Five Elements? -

Positive & Supportive Dynamic

INTER-PROMOTING CYCLE

• Wood fuels Fire, allowing it to burn.

• Fire’s aftermath produces Earth.

• Earth produces minerals to form Metal.

• Metal adds nourishment to Water.

• Water allows Wood to grow.

The elements which interact in either of cycles are said to and supportive dynamic. The supportive dynamic felt most strongly towards the one which For example, Wood support from Water while Fire feels more Wood than from Earth.

• Wood is more compatible Water and Fire.

• Fire is more compatible Wood and Earth.

• Earth is more compatible Fire and Metal.

• Metal is more compatible Earth and Water.

• Water is more Metal and Wood.

Generative Cycle

which directly of the generative have a positive dynamic.

dynamic will be by an element which promotes it. Wood would feel more Water than from Fire, more support from Earth.

compatible with Fire.

compatible with Earth.

compatible with Metal.

compatible with Water.

compatible with Wood.

WEAKENING CYCLE

• Wood absorbs and depletes Water.

• Water rusts and corrodes Metal.

• Metal erodes the Earth.

• Earth is used to smother Fire.

• Fire burns Wood.

What are the Five Elements? -

Oppositional & Frictive Dynamic

• Wood stabilizes Earth against erosion.

• Earth contains and directs Water.

• Water extinguishes Fire.

• Fire melts Metal to refine or reshape it.

• Metal carves and chops into Wood.

The elements which interact in either of cycles are said to opposition and friction

The opposition will strongly by an element the one which counteracts example, Wood would friction between itself than it would between Metal, while Metal friction with Wood

• Wood is less compatible Earth and Metal.

• Fire is less compatible Water and Metal.

• Earth is less compatible Wood and Water.

• Metal is less compatible Fire and Wood.

• Water is less compatible Fire and Earth.

Destructive Cycle

which directly of the destructive experience more friction. will be felt most element towards counteracts it. For would feel more itself and Earth between itself and feels more Wood than with Fire.

compatible with Metal.

compatible with Water.

compatible with Wood.

compatible with Earth.

COUNTERACTING CYCLE

• Wood dulls the sharp blades of Metal.

• Metal de-energizes Fire.

• Fire evaporates Water.

• Water muddies or destabilizes Earth.

• Earth decays Wood when buried in it.

How to Discover Your Elements

The Five Elements are utilized in a system known as Ba-Zi, or the Four Pillars of Destiny. Similar to how Western astrology uses the positioning of planets to determine personality and energy, Ba-Zi uses the Five Elements of Wu-Xing to do the same. The Four Pillars of Destiny consist of a person’s month, day, year, and hour of birth.

YEAR: Relates to the outside influences or way a person is perceived by others. It is most equivalent to the Ascending sign in the Western Zodiac.

MONTH: Relates to the person’s career potential or work ethic. It is most equivalent to the Midheaven sign in the Western Zodiac.

DAY: Relates to the person’s self, or core personality. It is most equivalent to the Sun sign in the Western Zodiac.

HOUR: Relates to the person’s aspirations or desires. It is most equivalent to the Moon sign in the Western Zodiac.

Each Pillar is composed of a Heavenly Stem and an Earthly Branch, which respectively represent a person’s visible and deeper selves. In total, a person will have a total of eight characters representing them, whose elements can influence their luck in different aspects of their life, such as wealth or career.

This is where Elumi comes in — they are plush companions who help bring some of this needed balance to life. Our Elumi app will use your birth chart to determine your Heavenly Stems and Earthly Branches, your overall balance, and which Elumi character will best complement you.

1. Install the Elumi App on your mobile device

2. Provide your birthday -- include the month, day, year, and hour (if known).

3. Discover your Heavenly Stems and Earthly Branches, elemental balance, and Elumi guardian match.

Case Studies - Uglydoll

Founded in 2001 by David Horvath & Sun-Min Kim, UglyDoll is distinguished by a unique aesthetic and voice defining ‘ugly’ as distinctive, different, and beautiful. The brand encourages people to embrace individuality and celebrate imperfection. From the brand’s inception, UglyDoll has always been about self-expression, dynamic design, and all-ages appeal.

UglyDoll has been covered in the Wall Street Journal and the LA Times, and was awarded the Specialty Toy of the Year award by the Toy Industry Association in 2006. Uglydoll experienced a surge in popularity in 2009 when then-President Obama’s daughter, Sasha, was seen with a keychain plush of the character “Babo’s Bird” attached to her school backpack.

UglyDoll have used collaborations and limited-edition products to create excitement for their brand. The brand has received a series of graphic novels, along with a full-length feature film by STX Entertainment. UglyDolls has previously partnered with Hasbro to produce merchandise to promote the movie and expand the brand’s reach.

Case Studies - Warmies

Founded in 1995 by Philip Gannon at Intelex Group Holdings Ltd., Warmies brings comfort to everyday life through premium-quality self-care products centered around holistic wellness. They believe emotional well-being is foundational to living healthier lives. Their products deliver soothing warmth, weighted comfort, and a calming aroma to help relieve stress, ease anxiety, and promote better sleep in people of all ages.

Warmies are reported to be supporters of various charities such as the American Heart Association, St. Jude Children’s Research Hospital, and Ronald McDonald House Charity. They received coverage in Toy Buzz’s “Trend Hunter’s Top Toy List.”

Warmies targets wellness and comfort as the key purpose of its brand, offering products like scented, microwavable plush toys and slippers. They have been endorsed by celebrities and collaborated with popular character brands. They often have seasonal promotions, and are active on social media platforms such as Facebook, Instagram, and TikTok.

Case Studies - Watchover Voodoo

Founded in 2009 at the H&H Group, Watchover Voodoo’s mission is to spread good vibes and remind folks of the power of positive intentions. They believe that even in the most unexpected places, love and compassion can work wonders. Their products are more than just dolls—they’re messengers of healing and symbols of happiness when kindness prevails.

Although not having received much attention from major media outlets, Watchover Voodoo dolls are known to be popular gifts and souvenirs. They are often sold at stores that receive a lot of traffic from tourists, including restaurants and airports. They are praised for their high level of craftsmanship, all-ages appeal, and cute, collectible designs.

Voodoo

Watchover Voodoo specializes in collectible keychains of string dolls, but they have also sold plush dolls, stress doll keychains, magnets, non-doll keychains, and more. They engage supporters of their brand through frequent releases of new collections, as well as using a Loyalty & Rewards program in which points are accumulated and can be used to redeem discounted prices or items.

Target Buyer

WHO ARE THEY?

Elumi’s target audience consists of individuals who prioritize emotional well-being care. This includes young professionals, students, and parents who seek products comfort, emotional support, and a sense of protection. Whether for themselves or loved ones, they are drawn to items that provide reassurance, calm, and security. products that go beyond the surface, seeking a deeper sense of connection, meaning, purpose in the things they bring into their lives.

WHY WILL THEY

Customers will be offering emotional calm and reassurance, and role as guardians, balance. Whether looking to bring peace

WHAT PRODUCT IS OUR

While each of the five guardians out as a symbol of stability. grounding qualities, making calm during times of stress and emotional support, Momo’s them a favorite for those

well-being and selfproducts that offer or their They value meaning, and

THEY BUY FROM US?

be drawn to Elumi because our characters serve as comforting guardians, emotional protection and security. Each character is thoughtfully designed to bring reassurance, making them far more than just a toy. With their soft, plush texture guardians, they resonate with those seeking emotional comfort and a sense of Whether for personal solace or as a meaningful gift, Elumi is perfect for anyone peace and protection into their lives — or the lives of others.

OUR BEST SELLER?

guardians embodies a unique virtue and purpose, Momo stands stability. Representing the Earth element, Momo is known for their making it especially valued by individuals seeking comfort and stress or uncertainty. While all of the guardians offer protection Momo’s deep connection to balance and stability could make looking for a soothing, secure companion.

Persona 1

Emma’s case would be best matched with our character Lulo, who represents the element Wood and the virtue of Benevolence.

Wood symbolizes growth, renewal, and flexibility qualities that are vital to Emma as she navigates her college experience. This would guide Emma in fostering a nurturing inner dialogue, helping her to avoid selfcriticism and embrace the process of personal growth, even during times of uncertainty. Lulo’s presence would offer Emma emotional resilience, encouraging her to lean into her potential and continue blossoming, no matter the obstacles she faces.

Persona 2

Sophia’s case would be best matched with our character Momo, who represents the element Earth and the virtue of Fidelity.

Earth is a stabilizing force, and this character could serve as a grounding reminder for Sophia to remain committed to self-care and trust her journey, even in times of stress. The virtue of Fidelity would encourage Sophia to stay loyal to her own mental and emotional needs, rather than overextending herself for others. Momo would provide the supportive energy Sophia needs, both professionally and personally.

Persona 3

Leo’s case would be best matched with our character Wawa, who represents the element Water and the virtue of Wisdom.

Water’s ability to transform and navigate through obstacles speaks directly to Leo’s desire to go with the flow and embrace change. This would remind him to be wise in his decisions and adaptable on his journeys, whether they are physical, emotional, or philosophical. Wawa would offer Leo the wisdom to understand that challenges are part of his adventure and can be navigated with a calm, fluid mindset.

Logo

Our logo was designed with our core mission of providing joy, comfort, and balance in mind. We chose between several playful, fluid display fonts to find the one which best aligned with Elumi’s values. We carefully selected each of our colors to be distinct while retaining reference to the Five Elements they represent.

Single-Tone Logos

B/W & Grayscale

Logo Specifications

Clear Space

DO NOT...

...change the direction of the logo’s pattern.

...stretch the logo.

...straighten the stripes of the logo.

...rotate the logo.

...use any capital letters in the logo.

...outline the logo.

Color Palette

Each color in our primary palette was carefully chosen to represent each of the five elements of Wu-Xing, along with the joy, balance, and comfort of our brand provides.

• A soft, spring green embodies the growth and rejuvenation of Wood.

• A vibrant red exemplifies the passion and warmth of Fire.

• A muted, medium yellow represents the stability of Earth.

• A stark gray symbolizes the resilience of Metal.

• A deep blue reflects the wisdom and intuition of Water.

Each color in our secondary palette was chosen to complement the colors in our primary palette while maintaining a distinct identity of their own. It should mainly be used to create contrast and prevent confusion with the primary palette. Any color in the primary or secondary palette may be chosen when using a single-tone version of the Elumi logo.

Primary Color Palette Secondary Color Palette

Wood Green

CMYK: 46 0 78 0

RGB: 143 219 105

HEX: #8FDB69

PANTONE: 7487 C

Fire Red

CMYK: 46 0 78 0

RGB: 143 219 105

HEX: #8FDB69

PANTONE: 7487 C

Earth Yellow

CMYK: 13 26 100 0

RGB: 225 182 0

HEX: #E0B500

PANTONE: 110 C

Metal Gray

CMYK: 19 15 16 0

RGB: 204 204 204

HEX: #CCCCCC

PANTONE: 427 C

Water Blue

CMYK: 93 57 31 10

RGB: 1 97 131

HEX: #006182

PANTONE: 7707 C

Hot Pink

CMYK: 11 93 0 0

RGB: 214 47 146

HEX: #D62F92

PANTONE: Pink C

Coral

CMYK: 0 71 100 0

RGB: 252 108 18

HEX: #FC6C12

PANTONE: 1585 C

Electric

CMYK: 12 0 100 0

RGB: 239 255 13

HEX: #eFFF0D

PANTONE: 395 C

Purple

CMYK: 70 95 0 0

RGB: 113 33 166

HEX: #7121A6

PANTONE: 267 C

Turquoise

CMYK: 82 21 42 10

RGB: 0 150 153

HEX: #009699

PANTONE: 320 C

Typography

Primary Typeface

Barlow

Secondary Typeface

Special Typeface

Jj Kk Ll Mm

Vv Ww Xx Yy Zz

Hh Ii Jj Kk Ll Mm

Uu Vv Ww Xx Yy Zz

$ % Mm Xx Yy Zz

Lulo

Name Meaning Virtue Core Traits Element

Lush or leafy

Wood

Benevolence

Personality

Yin: gentleness, flexibility

Yang: strength, resilience

Lulo enjoys using their imaginative nature to help others solve problems and achieve their goals. They are socially outgoing and always searching for ways to learn and grow. However, Lulo can also become frustrated when feeling misunderstood or confined by others.

More Compatible

Less Compatible

Wawa

Pomi Zizi Momo

Name Meaning

Pop sounds coming from a little spark or ember

Virtue

Propriety

Personality

Element

Fire

Core Traits

Yin: subtle, focused Yang: expansive, energetic

Pomi is lively and enthusiastic, bringing excitement and warmth to those around them. A natural leader, they are fueled by the presence of others, and able to adapt to a variety of circumstances. However, Pomi can also be impulsive and restless when left to their own devices.

More Compatible

Less Compatible

Lulo Momo Wawa Zizi

Name Meaning

Soft and nurturing, inspired by moss

Virtue

Element

Earth Fidelity

Core Traits

Yin: patient, nurturing Yang: practical, stable

Personality

Momo is down-to-earth, feeling happiest when they are caring for others. They feel a great sense of responsibility towards their commitments, and are reliable when others seek a stable influence in their lives. However, Momo can also overextend themself to others at their own expense.

More Compatible

Less Compatible

Pomi Zizi

Lulo Wawa

Name Meaning Virtue Core Traits Element

Righteousness

Personality

Yin: accuracy, precision

Yang: rigidity, stability

Zizi is strong-willed and known for their unwavering commitment to justice. They take an organized, disciplined approach to life’s challenges, able to think logically and act independently in the face of adversity. However, Zizi can also be stoic, leading others to misinterpret their emotions.

More Compatible Less Compatible

Momo Wawa

Pomi

Lulo

Wawa

Name Meaning Virtue Core Traits Element

Soothing water sounds

Water

Wisdom

Personality

Yin: thoughtful, intuitive

Yang: intelligent, resourceful

Wawa is quiet and unassuming, with a gentle nature that helps them adapt to the flow of life. They are highly introspective and observant, able to notice cues or details that others may overlook. However, Wawa can also be prone to indecisiveness, stemming from feelings of self-doubt.