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THE LUXURY BRANDING AGENCY LONDON

A strategy-led London branding agency working with founders, investors, and heritage brands to define and express what makes them distinct.

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SUM is a London-based luxury branding agency in Shoreditch.

We partner with founders and established houses to build brand clarity through brand strategy, design, and digital expression.

From positioning and naming to full identity systems, our work combines strategic restraint with creative precision – shaping brands that endure locally and resonate globally.

WHAT MAKES A LUXURY BRAND WORK

Luxury brands succeed by being selective – in what they say, how they look, and where they appear.

We help clients uncover the idea that defines them, then build the systems that sustain it: strategy, identity, and execution that are consistent and quietly distinctive.

STRATEGY-LED, DESIGN-DRIVEN

We build from the ground up – uniting clarity of thinking with crafted design.

Brand Strategy – positioning, audience, architecture

Naming – brand, product, and collection naming systems

Visual Identity – logotypes, typography, colour, and pattern

Application – packaging, motion, digital, and campaign systems

All shaped in Shoreditch and designed for international relevance.

WORK THAT SPEAKS FOR ITSELF

Luxury branding agency SUM designed exquisite packaging for Annabel’s, embodying the club’s opulent and exclusive identity. This image showcases SUM’s expertise in high-end branding and marketing strategies, reinforcing Annabel’s prestigious brand im

ANNABEL’S

Branding, packaging, and creative direction for London’s most iconic private members’ club – extending its signature elegance into a bespoke collection of products and experiences.

AllSaints London store branding and visual identity — East London fashion brand known for its distinctive industrial aesthetic.

ALLSAINTS

Brand strategy, branding, visual identity, packaging, creative direction, and digital design for a London fashion brand blending music, culture, and attitude into a globally recognised identity.

Brand identity and campaign direction for Aspinal of London – refining a British luxury heritage brand through strategy, design, and digital storytelling.

ASPINAL OF LONDON

Brand strategy, creative direction, and content for a British heritage leather goods house evolving from English craftsmanship to global accessible luxury.

HADDON

Brand strategy, naming, and identity for a British homewares brand redefining modern luxury through craft, design, and precision.

PARTNERS IN LUXURY BRANDING

Jimmy Choo Logo: The Jimmy Choo logo, emblematic of the global luxury brand famous for its high-end shoes, handbags, and accessories.
Annabel’s Logo: The logo of Annabel’s, symbolizing the exclusive private members’ club in London known for its opulent interiors and prestigious membership.
British Fashion Council Logo: The British Fashion Council logo, representing the organization dedicated to promoting excellence and growth in British fashion on a global stage.
InterContinental Hotels & Resorts Logo: The logo of InterContinental Hotels & Resorts, symbolizing the luxury hotel chain known for providing premium hospitality experiences worldwide.
Burberry logo – creative collaboration and branding assets developed by SUM Design
Aspinal of London Logo: Aspinal of London’s logo, emblematic of the British luxury leather goods brand known for its fine craftsmanship and timeless designs.
Banham logo – full rebrand and content creation by SUM Design for the British security brand
Paul Smith Logo – creative collaboration and branding assets developed by SUM Design

FREQUENTLY ASKED QUESTIONS

  • Brand strategy, naming, visual identity, and digital branding for luxury, lifestyle, and property sectors.

    Learn more about our approach to brand strategy.

  • Shoreditch has become London’s centre for design and creativity. Working here keeps SUM close to the culture shaping the next generation of luxury brands.

    Explore our luxury branding work.

  • Yes. SUM’s London studio partners with clients across Europe, the Middle East, and North America.

INSIGHTS

Featured
PRODUCT OR IMAGE? DEFINING THE OPTIMUM LUXURY BRANDING STRATEGY.
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.

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IN LUXURY BRANDING, A DIGITAL WORLD IS ELEVATING THE PHYSICAL TO NEW HEIGHTS
IN LUXURY BRANDING, A DIGITAL WORLD IS ELEVATING THE PHYSICAL TO NEW HEIGHTS

In an era defined by AI, templates, and instant digital branding, 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.

Read More →

Discover More Work

Explore our specialist services for luxury brands in London and beyond:

Luxury Branding, Luxury Brand Strategy, Fashion Branding Agency, and Luxury Marketing Agency.

Unit 4.07, The Tea Building
56 Shoreditch High Street
London, E1 6JJ

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© SUM 2025

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