Branding
Friday February 12, 2021 By David Quintanilla
Ueshima Coffee Company Strays From The Norm | Dieline


The wealthy flavors and blends of a espresso have a tendency to talk for itself. Earlier than we are able to get our fingers on grounds or beans, nevertheless, the packaging design is what attracts us in for the purchase. Ueshima Espresso Firm’s branding and design shouldn’t be certainly one of many phrases, however certainly one of many textures and shapes. The Clearing, a branding marketing consultant, was contracted to type each element from font to phrase selection. Together with streaks of calligraphy and ink blotches suggests the espresso is spinoff of Asian tradition. The colour scheme solely serves to additional complement this theme, drawing customers in with an curiosity for conventional, Japanese distillation and brewing strategies. 


Ueshima Espresso Firm (UCC), Japan’s No.1 espresso model, will launch to a Western viewers on the finish of January 2021. They requested model consultancy from The Clearing to create a brand new model id that might talk their origin and their distinctive method to espresso: combining know-how and craftsmanship. 

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UCC’s Japanese merchandise don’t carry any design cues that might counsel to a Western viewers that the model is Japanese. The espresso business is riddled with cliché and more and more dated design themes. The Clearing created a branded vary that can disrupt predictable clichés with genuine rituals, calm language, and visible simplicity. Having developed the model positioning, model id, packaging design, and brand, The Clearing took the mission on from starting to finish. They labored with well-known Japanese calligrapher KASHU? to articulate the flavours by means of the daring calligraphy.

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Andy Howell, Artistic Director at The Clearing said the temporary was “difficult however thrilling”.  He begged the query, “how do you launch a Japanese model in a European market?” Japan’s tradition is huge and broad, so our first t?ask was to summarise their character on the packaging. We explored quite a few routes earlier than agreeing with the UCC group {that a} calligraphic course felt most applicable. 

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Shodo calligraphy is a centuries previous apply that takes talent. It’s pure expressionism. The stability and style of the comb and the richness of the ink, added by the load of 1’s hand impacts the feel, precision, and temper of the paintings. That sums up the ethos of Ueshima espresso: respecting the ritual and indulging within the element of coffee-making from seed to sip.

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Japanese calligrapher KASHU? has beforehand labored with manufacturers such because the Nationwide Gallery, Mastercard, and the Rugby World Cup. She’s used to engaged on bigger scale initiatives. As an alternative of following conventional espresso language descriptions of chocolatey notes or berries, The Clearing and UCC briefed KASHU? on the significance of emphasizing the power, energy, and feeling of the various blends on the palate. The end result was a surprising suite of summary and inventive expression on every label.  

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Andy Howell, Artistic Director at The Clearing said, “We spent a substantial amount of time speaking to KASHU? in regards to the completely different blends. She’d typically reply with 50, 60, even 100 illustrations every day. We had been engaged on Whatsapp, in addition to Slack. So it was a completely digital course of. We’d choose designs we preferred, and crafted constantly, at all times conscious that the ultimate model id needed to stand out on the shelf in addition to look stunning in your pantry.”

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