BUMIMI · brand intelligence hub · 2026-05-25

BUMIMI

Premium organic kids granola, made by Love Earth.

cinta bumi · cinta tubuh · cinta kita  ·  love earth · love body · love us  ·  爱地球 · 爱身体 · 爱我们

3 SKUs · 4-cert moat · RM 28 hero pouch · MY-first launch Q3 2026 with 18-month roadmap to Singapore and Hong Kong. This is the operator hub for the BUMIMI brand build — every surface, every locked decision, every pack direction, every reference.

38 decisions locked · 9 logos in vote · 36 pack directions in vote · MiroFish N=300 running · Love Earth handoff ready
Brand
BUMIMI
Locked Round 6 · "bumi" = Malay "earth" · 6-letter wordmark
Hero price MY
RM 28
250g pouch · 64% gross margin · audience-sim verified
Cert moat
4-stack
JAKIM · MeSTI · NASAA Organic · KKM HCL · Love Earth holds all 4
M0 launch
Oct '26
MY public launch · SG Q1 2027 · HK Q3 2027
Operator surfaces

Every working document, one click away

Six live surfaces consolidate three months of research, generation, and decision-making. Start with the Love Earth handoff if you're sending to production — start with the vote if you're locking the pack direction.

📨
PRIMARY HANDOFF
Love Earth Director Deck
3-SKU spec · COGS target · 12 production asks · 64% GM math · timeline to M0 launch. The document to send to Love Earth team this week.
Open the deck
🗳️
DECISION SURFACE
Vote — 27 Pack Directions
V5 (F1-F6 fun-energetic) + V6 (F7-F15 bold-Western) + V7 (12 BOLD-designer concepts). YES / NO / REFINE on each.
Vote now
📊
FULL INTELLIGENCE
Full Survey Report
14-section consolidated deep-research — 145 unique reference URLs, 6 ICP clusters, full price matrix, all 38 locked decisions, every Pinterest pin cited.
Read the survey
🏷️
BRAND
Brand Rename + Promo
The naming journey (Lil Harvest → BUUMIMI → BUMIMI), 4-layer promo architecture, decoy pricing logic, anti-promo rules.
Brand story
💰
PRICING
RM 28 Price Verdict
5-price × 8-persona audience-sim verdict. Why RM 32 was "no-man's-land" and RM 28 wins B1 Halal Hard-Gate at 8.3/10.
See the verdict
🖼️
VISUAL ARCHIVE
V4 Heirloom Friends Gallery
17 prior-direction assets including pouch mocks, character sheets, hero photography, Lemon8 carousel splits — the V4 archive before the V5/V6/V7 rebuild.
Open gallery
The cast

Three characters, three SKUs, one world

Studio-Ghibli-spirit illustration system locked V4 with god-audit scores of 9.4-9.5. Each character anchors a Day-1 hero SKU and carries its own emotional voice across pack, ad, and gift mechanic.

MOCHI character
Hibiscus-petal spirit
MOCHI
Vanilla Strawberry Bloom
"what's this?"
DAY-1 HERO · GOD-AUDIT 9.4 · pink-blush curious
DAYA character
Lotus-bud spirit
DAYA
Cocoa Banana Calm
"5 more minutes"
CHOCOLATE-RESTORED · GOD-AUDIT 9.5 · sleepy cocoa-brown
KOJI character
Pandan-frond spirit
KOJI
Pandan Gula Melaka
"my grandma made this"
CULTURAL MOAT · GOD-AUDIT 9.4 · grandmother grass-green
The competitive moat

Four certifications. One partner. Zero waiting.

Love Earth holds all four certifications already — no 6-9 month cert wait, no third-party validation gap, no halal-segregation question. The competitive defensibility we identified in Phase 1 is ours by default.

The 4-cert quad-stack — defensible Day-1.

No competitor in the MY kids organic granola category holds this combination. B1 Halal Hard-Gate Working Mom (40% of M0 paid spend) auto-credentialled on shelf.

JAKIM
Halal certified · MS 1500:2009
MeSTI
KKM food-safety scheme
NASAA
Australian organic standard
HCL
KKM "Pilihan Sihat" healthier-choice logo
Pack direction in play

27 directions generated. Top picks in view.

V5 (F1-F6 fun-energetic) + V6 (F7-F15 bold-Western) + V7 (V7-D01 to D12 bold-designer) all live for vote. MiroFish N=300 OASIS-engine sim running now to score every direction across 6 ICP clusters.

V7-D09
V7-D09 · Pop-Up Box-Toy
9.0 · STRUCTURAL MOAT
 V7-D04
V7-D04 · Collectible Micro-World
9.0 · FORMAT MOAT
 V7-D05
V7-D05 · Chippie-Cluster
9.0 · IP MOAT
 F11
F11 · Trading Card
10/10 · POKEMON PLAY
 F8
F8 · Bento Window
9.5 · DIE-CUT
 V7-D01
V7-D01 · Kampung Bumi
8.5 · CULTURAL MOAT
🗳️ Vote on all 27 directions →
Round 6 · latest locked

What changed in this round

2026-05-25 decisions overriding earlier rounds. Full 38-decision table available in the Love Earth deck (Section 10) and the survey report (Section 13).

DECISION 34
Brand name re-locked
BUUMIMI → BUMIMI · 6-letter all-caps wordmark · "bumi" = Malay "earth" · tagline self-referential ("cinta BUMI" = "love earth")
DECISION 35
Name rationale
Direct semantic anchor for "love earth" promise · B1 Halal Hard-Gate native cultural read · cleaner wordmark silhouette than BUUMIMI
DECISION 36
Risk hedge
Avoid "bumiputera" framing entirely · use universal noun "bumi" only · MyIPO class-30 TM clearance pending before production-print lock
DECISION 37
9 new pack variations (F7-F15)
9 aesthetic territories beyond F1-F6 · all rendered with BUMIMI wordmark · Risograph · Bento Window · Comic · Holo Foil · Trading Card · Posca · Watercolor · Embroidered Patch · Crayon
DECISION 38
Domain + handle priority
Reservation queue pivots from buumimi.* to bumimi.com / .my / .sg / .hk + @bumimi on IG/TikTok/Xiaohongshu
V7 GEN
12 BOLD-designer packs landed
Mean VLM 8.6/10 · 3 perfect 9.0/10 (V7-D04 · V7-D05 · V7-D09) · all GPT-Image-2 · zero Flux · zero failures

Ready to send to Love Earth?

The handoff deck carries every locked decision, every production ask, and every pack-direction option. Print-ready and shareable.

📨 Open Love Earth Deck → 🗳️ Vote on pack direction