Toomi
ART DIRECTION
BRANDING
NAMING
Toomi is a fashion brand born from personality, platform and power. Founded by Jess Ndenda — a TikTok role model known for redefining motherhood, business and life on her own terms — Toomi is an extension of her unapologetic energy. Proudly “too much”, Jess first created the podcast One Girl Too Much, where womxn shared the messy truths of feeling too different, too broken or too loud for the world around them. From that raw honesty, Toomi was born — a clothing brand for big girls who were tired of shrinking themselves, and even more tired of boring fashion.
Glouglou Studio led the naming and brand identity for Toomi, beginning with a lightning-bolt moment in our first brainstorming session. The evolution from “too much” to “too me” felt instinctive — a reframing of excess into empowerment. By replacing the “e” with an “i”, we created Toomi: playful, punchy and instantly ownable. The name captures the essence of the brand — bold self-expression, confidence and celebrating every part of who you are.
In developing the visual identity, we didn’t hold back. The colours are loud, saturated and joy-filled — essentially the full rainbow orbiting a hero hue we affectionately call “fairy floss”, a bright, effervescent pinkish purple that anchors the brand. Typography is bold and unapologetic, featuring a chunky yet refined wordmark with a customisable dot on the “i” that shifts between a circle, star, flower and heart. Each symbol carries layered meaning — love yourself, shine brightly, grow boldly — reinforcing the brand’s message through even the smallest detail.
Beyond the logo and colour palette, Glouglou Studio extended the brand across packaging and swing tags, ensuring every touchpoint felt expressive and intentional. From garment labels to printed collateral, the Toomi brand identity shows up exactly as Jess does — loud, proud and impossible to ignore. The result is a cohesive, high-impact fashion brand that turns “too much” into a superpower and invites every wearer to be fully, unapologetically themselves.
Services
Branding, Art Direction, Naming
2025
Credits
Branding & Art Direction: Chloe Mantell
Naming: Chloe Mantell
Photography: Toomi