Shumi

Improving the quality of comfort

Xiaomi always believes that technology should be accessible to everyone and therefore it keeps on launching products or either smart products for its audience, and also with its disruptive innovation it simpli es and makes a ordable products and services for a broader market.

In order to expand its range Xiaomi has launched its new brand “Shumi” which is a diaper oriented brand for kids and adults. The brand is aiming to be passionate about technology and pursues perfection to break tradition and push boundaries to make unique products and create an unparalleled user experience.

BRAND STORY

XIAOMI’s PHILOSOPHY

Vision

We share the same relentless pursuit of perfection, constantly refining and enhancing our products to create the best user experience possible. We are also fearless in testing new ideas and pushing our own boundaries. Our vision is “Innovation for everyone”

Mission

We are not only passionate about technology, but also relentlessly pursues perfection to break tradition and push boundaries, all just to ensure that our products remain unique and offer an unparalleled user experience.

Value

We are commited to making quality technology accessible to everyone. Our dedication and belief in innovation, together with the support of Mi fans, are the driving forces behind our unique products.

FONT:

Arista Pro

Our typeface has no edges to show comfort and easy for everyone to read and recognize.

舒适 / Shushi

Using the Xiaomi philosophy of using MI with the names of all their brandsand keeping the essence alive, Shumi stands for Shushi+Mi which means comforting MI.

With the improvement in technology and versatility of the products, we tend to reach out to every possibility. We have a responsibilty to protect the peaceful, uninterrupted sleep for babies and parents. By providing the resources to understand and optimise all factors that in uence a baby’s care, we have created smart diapers within a reasonable price range

RGB: (59, 167, 200)

CMYK: (71, 17, 0, 22)

BLIZZARD BLUE

HEX: #9EDCEE

RGB: (158, 220, 238)

CMYK: (34, 8, 0, 7)

To present the calmness and comfort of our brand, blue tint is being used as our brand colour.

To ensure the legibility and lucidity of the logo we follow a standard pairing of the logo and the background.

Moonstone logo is preferred keeping the liveliness alive.

Here are the following preferred variations of logo and the background.

LOGO VARIATIONS

WHITE HEX: #FFFFFF

RGB: (255, 255, 255)

CMYK: (0, 0, 0, 0)

MOONSTONE

HEX: #3BA7C8

RGB: (59, 167, 200)

CMYK: (71, 17, 0, 22)

SILVER HEX: #D1D0CF

RGB: (209, 208, 207)

CMYK: (0, 1, 1, 18)

GRAY HEX: #9A9C9C RGB: (154, 156, 156)

CMYK: (1, 0, 0, 39)

DEEP GRAY HEX: #55575D

RGB: (85, 87, 93)

CMYK: (9, 7, 0, 64)

BLACK HEX: #000000

RGB: (0, 0, 0)

CMYK: (0, 0, 0, 100)

YELLOW

HEX: #FFFF00

RGB: (255, 255, 0)

CMYK: (0, 0, 100, 0) (festive use only)

TANGERINE

HEX: #F6A386

RGB: (246, 163, 134)

CMYK: (0, 34, 46, 4)

TONE OF VOICE

Being in a very competitive market, we are seeking to share our innovation in comfortness and making the families smart. We wanted to be the most a ordable and recognizable.

Therefore we are continuing to add features and perception in our products. We o er customers a comfortable and consistent experience.

We provide a friendly and collaborative environment where creativity is encouraged to ourish

We want our customers to be smart and feel young and happy in the environment We are aiming to become friends with the customers.

Our product includes smart diaper device to create a simple experience for the user to keep a track on babies conditions and remain informed from a distance. Following the sleep patterns and keeping a check on health, the RFID sensor that detects moisture in the baby's diaper and then sends a signal to a nearby receiver, which then gets to the parent or caregiver via an alert.

Our product colours are of light tints to show the calmness and delicacy of the product and the product user. We did not want to use any hard colours to show any kinf of harshness with our product mainiting the liveliness alive.

Helps you know in real time

Smart alarming via cell phones

Practical analysis

Safe and long distance inform Keep track of babies condition

#E8A4A8

#CAE5C4

#E5E7C8

#C5E0ED

COMPANION APP

Shumi - Baby tracking & monitoring

O N L I N E STORE

Our sales promotion includes only online stores for now as it saves our customers money of visiting the stores and giving service charges. We will open our o ine stores in future if Shumi remains what we strive for.

With the mission of breaking down the tradition and making our products smart and innovative we tend to be become internet of things powerhouse.

SOCIAL MEDIA

At Shumi, we strive to create the highest quality products at the lowest possible prices to provide people with access to the necessary tools and services that connect them to the world and, ultimately, their dreams.”

Xiaomi largely sells its phones online and does not invest a lot in building an o ine presence in the form of a traditional brick and motor retail store. In the Indian context, although it operates its own website to sell its products, Xiaomi also partnered with the biggest e-commerce platforms-Flipkart

This way, the company did not have to incur unnecessary capital expenditure and at the same time, making sure that their products reached the maximum number of smartphone lovers. A simple, yet

As the population is increasing, heath care is important aspect to take care of. As a newly leading smart diaper company for babies, we tend to increase the wellbeing of the customers and Mi fans.

OUR BELIEF

Smart diapers is one of the most promising product to reach out to people which Shumi has developed.

Shumi features a high quality device with RIFD sensors to accurately determine through mobile apps and the alert care givers at the time to change. Another key advantage is that the care giver spend less time on change of absorbing aids and linen change due to leaks.

“We make every effort to bring the newest and most innovative technology to our enthusiastic customers, drawing on the best in the industry.”

~ Lei Jun, CEO