YU – Pure Organic Japanese Tea

01. Research & Strategy

The project began with a clear ambition to establish a modern, trustworthy, and refined identity within the Japanese green tea market. Most competitors relied either on overly traditional visuals or sterile commercial packaging. Our goal was to position YU in between: a brand that embodies modern naturalism clean, timeless, and conscious.

Insight: Today’s wellness consumer doesn’t just seek purity they seek emotional alignment between product, purpose, and design. YU became the bridge between nature’s authenticity and contemporary lifestyle aesthetics.

02. Brand Naming & Concept

The name YU carries dual meaning in Japanese symbolizing both superiority and connection. It encapsulates the brand’s mission: to create harmony between body and nature through pure, organic tea. Short, memorable, and universally pronounceable, the name was strategically chosen to feel elegant across languages and markets.

03. Logo Design

The logotype draws inspiration from Japanese calligraphy a blend of precision and effortless flow. The sharp stem of the “Y” represents grounding and strength, while the fluid curve of the “U” expresses natural movement and calm. Together, they form a visual balance between masculine stability and feminine grace mirroring the product’s natural equilibrium.

Objective: To design a symbol that speaks softly but carries depth; a mark of modern serenity.

04. Color System

The color palette was developed to communicate warmth, sophistication, and nature-driven purity. Primary tones: earthy beige, golden amber, and soft brown evoking calm and groundedness. Accent tones: vibrant green (Matcha) and burnt orange (Hojicha) adding vitality and product distinction. Each color family connects directly to its tea variety, building a recognizable system across product lines while maintaining an elegant, cohesive tone.

05. Typography

Typography plays a key role in balancing heritage and modernity. The primary serif font conveys trust, elegance, and Japanese minimal refinement. A supporting sans-serif ensures clarity and digital legibility across packaging and digital touchpoints. This contrast heritage meets modern clarity defines YU’s visual rhythm and reinforces its premium position.

06. Packaging Design

The packaging was designed around the principle of quiet luxury. Soft matte textures, subtle line illustrations, and carefully measured white space build a sense of calm precision. Each box uses a color-coded system to clearly differentiate the tea types, while maintaining a unified structure across SKUs. Goal: To stand out on the shelf not by volume, but by presence refined, confident, and pure.

07. Photography & Art Direction

Art direction emphasizes ritual and serenity. Natural light, raw materials like stone and wood, and grounded compositions create a meditative atmosphere. The imagery captures YU not just as a drink, but as a mindful experience one that aligns nature, energy, and beauty.

08. Digital Experience

YU’s website and social presence extend the same aesthetic harmony into the digital space. Minimal layouts, calm color tones, and spacious compositions deliver an elevated e-commerce experience. The UI hierarchy prioritizes stillness, while clear CTAs guide users toward discovery and conversion.

Outcome: A seamless balance between emotional storytelling and functional simplicity.

09. Tone & Voice

YU’s tone of voice is calm, grounded, and gently empowering. Messaging focuses on performance through purity, communicating wellness without exaggeration. Taglines like “Boost your energy naturally” express strength through softness authentic, not aspirational.

10. Outcome

YU redefines what minimalism means in the wellness category. It’s not cold or distant it’s intentional, soulful, and composed. Through consistent visual and verbal harmony, YU positions itself as more than tea it’s a quiet ritual of balance, clarity, and modern purity. The result is a brand system that feels timeless, sensory, and alive.