Popular coffee brand Ueshima undergoes immersive UK refresh

Quickly approaching 100 years in business, The Ueshima Coffee Company has long been established as one of Japan’s most popular coffee brands. The coffee masters turned to The Clearing, which designed the identity for its UK launch in 2021, to reimagine its personality for the nation’s "coffee-curious" consumers.

Facing fierce competition from coffee specialists around the world in the UK market, Ueshima has adopted a new strategy to challenge the category’s dominant players. The updated design by The Clearing leaves behind a more product-focused look, instead focusing on creating an immersive brand ecosystem.

Anchored in its new “Japanese Coffee Mastery” positioning, the redesign offers a revised tone of voice that harnesses Ueshima’s considered and bold nature. This is represented visually by Japanese calligrapher Kashuū, whose bespoke work interprets the flavour profile of every blend. Meanwhile, playful illustrations by UK-based illustrator and animation artist Con McHugh underscore vibrant modern Japanese culture.

The Clearing’s creative director and founder, Andy Howell, says, “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 have 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.”