Cumar Marble & Granite

A luxury stone purveyor reimagined with a modern, editorial brand identity rooted in craftsmanship, rarity, and design excellence.

Cumar, Boston’s premier importer and fabricator of luxury stone, needed a brand identity that could match the artistry, rarity, and scale of its work. For 8 generations, the Cumar family has traveled to Italy selecting extraordinary slabs—materials with as much character as the homes, architects, and designers they serve. The new brand had to express that story with the same refinement as the stone itself.

Client
Cumar Marble & Granite
Industry
Luxury Home Materials / Architecture & Design
Services
Brand Strategy, Brand Identity, Advertising, Photography, Website

The Challenge

Cumar’s legacy was known inside the design community, but its outward-facing identity didn’t reflect the sophistication, global reach, or craftsmanship behind the brand.

The challenge was to elevate perception—communicating luxury without cliché—and to help Cumar stand apart in a crowded market where many competitors looked interchangeable. The brand needed to express heritage and expertise while feeling boldly contemporary.

The Solution

We elevated Cumar with a refined, architectural identity built around a framed logomark.

The logo—a clean, minimal square, creating an architectural “C”, also offers an abstract nod to how Cumar stone transforms space with elegance and precision.

A restrained palette of charcoals, taupes, and warm neutrals reflects the tones of luxury stone and creates a timeless, gallery-like backdrop for the brand.

To differentiate the company, we developed a striking advertising approach: imaginative, fashion-forward imagery that transformed stone surfaces into backdrops for fantastical fairytales using the daughters of Cumar’s President.

These unexpected visuals positioned Cumar not as a typical stone supplier, but as a curator of rare, art-level materials. Clean editorial layouts, elevated photography, and carefully crafted collateral completed a cohesive system that feels as sophisticated as the stone itself.

The logo—a clean, minimal square, creating an architectural “C”, also offers an abstract nod to how Cumar stone transforms space with elegance and precision.

A modern serif with sculptural curves paired with a clean sans serif delivers a balance of refinement and precision—mirroring the duality of artistry and craftsmanship in stone fabrication.

Charcoal, ash gray, warm taupe, and soft limestone neutrals echo the natural tones found in luxury marble and granite, providing an understated, elegant backdrop for the vivid imagery.

Cumar double page ad with cinderella young woman running in front of stone backdrop

Cumar’s campaign tells fairytales starring the founder’s granddaughters, blending heritage with quiet luxury.

Editorial fantasy image blending Cumar marble textures with surreal fashion photography.

cumar mermaid single page ad on black

Set against striking stone slabs, each story pairs minimal copy with rich visuals to create a timeless, personal narrative.

cumar marie single page ad on black

cumar red riding hood single page ad on black

Cumar-ad with mermaid with red hair and shark

cumar antoinette pink ad

cumar red riding hood ad

cumar maleficent ad on black

Adams home page slider-cumar-malificent

Cumar website homepage featuring surreal stone photography and modern layout.

The Results

The new identity repositioned Cumar as a luxury design partner, not simply a stone supplier.

Architects and designers embraced the refreshed brand, and the surreal advertising campaign became instantly recognizable—cementing Cumar’s reputation for rarity, craftsmanship, and artistic vision. The cohesive system strengthened market presence, refined first impressions, and elevated the brand to the level of the materials it sources.

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