Refreshed identity for Japanese coffee masters

Ueshima, the UK’s number 5 ground coffee brand and Japan’s number one coffee brand, has launched a refresh. The move marks a new chapter in the 93-year-old Japanese coffee brand’s evolution, as it challenges the traditional dominance of Italian, Brazilian and Kenyan specialists.

Designed by London-based branding agency The Clearing (theclearing.co.uk), who originally created the brand when it launched in 2021 – the refreshed identity evolves Ueshima from a product-focused look into a fully realised, immersive brand ecosystem.

Anchored by the new positioning, Japanese Coffee Mastery, the refresh targets a growing demographic of "coffee-curious" consumers eager to discover new flavours and brewing rituals. The vibrant new look captures the intersection of Japan’s meticulous craftsmanship and its high-energy creativity.

Central to the refresh is a redefined tone of voice that reflects the brand’s dual personality:
- Highly crafted & considered: Inviting people into the world of Japanese coffee rituals, turning the ordinary morning cup into a restorative "spirit renewed" moment.
- Bold & creative: Unafraid to be alternative, with a self-assured and curious edge to attract and immerse the coffee curious.

The identity refresh brings these personality traits to life through contrasting visual assets. Bespoke calligraphy by master artist Kashuū (kashuucalligraphy.com) interprets the flavour profile of every blend with precision. This is balanced by playful illustrations from Con McHugh (conmchugh.uk), reflecting the vibrant, disruptive spirit synonymous with modern Japanese culture.

Rich, warm, textural photography highlights the patience and precision of Ueshima’s coffee masters, while bold, creative pack visuals ensure the brand continues to drive high-impact recognition across all touchpoints.