Sumday
Sumday is a squeeze-bottle tahini designed to make tahini an everyday ingredient. I developed the brand identity, packaging system, and the full cast of characters that make up the Sumday universe.
Check it out here!
Meet Soom + Saam
Born from the logo mark, these companions bring SUMDAY's enhancing spirit to life. SOOM and SAAM aren't just characters—they're visual reminders of sesame's roots (playing on the Hebrew 'soomsoom') while making enhancement feel friendly and approachable.
Like tahini itself, they show up to make good things better. Whether they're suggesting recipe pairings or bringing personality to packaging, SOOM and SAAM turn everyday moments into SUMDAY moments.
Making Good Things Better
Sumday was built around a simple idea: make good things better.
Tahini doesn’t have to be precious or complicated. It belongs on everything, and when you add it, whatever you’re eating instantly becomes more interesting. That’s the entire brand promise.
To make that feel alive, we created Soom and Saam. They show up in the product shots, climbing over dishes, getting into trouble, refusing to sit still. They’re the reminder that food shouldn’t be boring and that adding tahini should feel playful, not instructional.
The product and the brand are aligned on one truth: a squeeze of Sumday brings a little chaos, a little flavor, and a better version of whatever’s in front of you.
