I think Package ID understood what I was going for, although a completely different product type. Food for thought.
Going back to Umbra, I agree, I recognize Umbra right away. However, they have product that is very traditional (brass drapery rod with an ornate knob at the end), modernist and post-modernist. All these styles somehow live together harmoniously. I’m sure a big part is Umbra’s very strong graphic design and packaging which is consistent across their offerings.
Kohler is similar, in my mind. I get the feeling, they sell more through distributors than direct to consumer, but their graphic design is very strong as well.
As for the shoe examples I used, I picked Nike and Puma because they have something in their DNA that goes beyond their logo and they have very different offerings ranging from blingy soccer shoes, understated skate shoes, thick hip-hop shoes, running shoes.
I don’t know where I’m going now, but this is percolating.