Ueshima rebrand champions the Japanese art of coffee
As Ueshima sets its sights on Lavazza and Starbucks, The Clearing refreshes its UK identity to bring the brand’s heritage to the fore
In 2021, London-based agency The Clearing worked with prominent Japanese coffee house Ueshima to create a brand for its UK presence. Over the next few years, Ueshima quickly grew to become the country’s fifth most popular brand for ground coffee. Now, as it looks to take on the likes of Lavazza and Starbucks, Ueshima has once again joined forces with The Clearing, this time for a refresh of the original brand.
Commenting on the brief, Andy Howell, creative director and founder at The Clearing said: “Ueshima already had credibility, heritage and scale, but much of that story wasn’t visible to UK consumers. We’ve moved beyond the much overused coffee origin stories that has led to a tired category. This rebrand expresses the ‘why’ behind Japanese coffee culture – combining 90 years of heritage with a restless, rule-breaking spirit.”
At the centre of this refresh is a new tone of voice that mirrors the duality of the Ueshima brand. It is defined both by a ‘highly crafted and considered’ approach, tied to Japanese coffee rituals and the product’s restorative potential, and by a ‘bold and creative’ outlook that embraces difference and seeks to stand out.
The reworked visuals reflect these sentiments, with a similar contrasting of elements. Bespoke text by Japanese master calligrapher Kashuū speaks to the flavour profile of each blend, evoking the patience and precision associated with the Japanese art of coffee, while vibrant, playful illustrations by British artist Con McHugh capture the forward-facing, disruptive spirit of modern Japanese culture.
These aspects of the brand are complemented by a striking yet refined colour palette that juxtaposes black and white minimalism with flourishes of red (nodding to the Japanese flag), as well as rich, inviting photography that offers a deeper insight into the world of Ueshima, and its nearly century-long commitment to mastering coffee.
Considered as a whole, the refreshed Ueshima brand is a bold reminder of Japan’s growing presence in the coffee scene. Traditionally dominated by Italian, Brazilian and Kenyan companies, Ueshima is proof of a changing landscape, and how the Japanese pursuit of perfection retains its power in the popular imagination.
