Overview
Yokō, a Japanese-inspired matcha bar, partnered with Zaapr to build a brand rooted in calm while reflecting the rhythm of urban city life. The objective was to craft a complete visual identity and marketing system that reflects Yokō’s philosophy: slow-crafted rituals designed for fast-moving urban lives. From logo design to packaging, in-store visuals, and out-of-home advertising, every touchpoint was designed to communicate clarity, balance, and purpose.
The result is a cohesive matcha brand experience that elevates a daily beverage into a meaningful ritual, positioning Yokō as a modern Japanese matcha bar designed for today’s fast-moving urban world.
PROJECT SCOPE
Brand Strategy, Logo Design, Visual Identity, Packaging Design, Menu Design (Digital & Print), Storefront & Window Signage, In-store Collaterals, OOH Advertising
INDUSTRY SECTOR
Food & Beverage
INDUSTRY CATEGORY
Matcha Bar, Café & Tea Culture, Coffee Shop
LOCATION
Japan
SOFTWARES AND PLATFORMS
Adobe Illustrator, Adobe Photoshop, Canva
Yokō is a modern Japanese matcha bar located at Shibuya-ku, Tokyo, where the pace of the city meets moments of quiet intention. Drawing inspiration from Tokyo’s lesser-known side streets and the energy of everyday urban life, Yokō was conceived as a space for people who move quickly but value moments of pause.
Yokō reintroduces matcha as a deliberate ritual rather than a rushed routine. Every cup is prepared with care, inviting customers to slow down, recalibrate, and enjoy a sense of calm amid the city’s momentum. Grounded in Japanese tea traditions and shaped by modern minimalism, the experience feels contemporary, thoughtful, quietly confident—reflecting Tokyo itself.
Challenge
Yokō wasn’t just launching a matcha bar; it was introducing a philosophy. The core challenge was to visually express the contrast at the heart of the brand—movement and mindfulness, energy and stillness, and the fast pace of the city balanced with the calm of ritual.
The identity needed to stand out in a noisy urban environment without replying to familiar wellness or traditional tea clichés. It had to communicate intentional slowness across physical touchpoints such as menus, packaging, in-store visuals, and OOH advertising. Ultimately, Yokō required a brand system that felt confident, contemporary, and deeply grounded, with the flexibility to scale without losing its sense of purpose.
Solution
To translate Yokō’s philosophy into a tangible brand experience, Zaapr built a cohesive system that balances urban momentum with grounded calm. Our work spanned strategy, identity, packaging, and visibility—ensuring Yokō felt intentional at every scale, from the storefront to the takeaway cup.
Brand Identity
We began by defining Yokō’s brand strategy and positioning, anchoring it around mindful living, slow-crafted rituals, and modern urban minimalism. This strategic foundation guided every design decision that followed.
The identity features a clean, confident logo designed to feel calm yet contemporary. A softened “ō” became a symbol for a breath, a pause, a moment of stillness within movement. The color palette was built using layered greens and warm yellow gradients, echoing the texture of matcha and the quiet comfort of early morning light. The design system was carried across core brand touchpoints, including business cards, digital and print menu designs, window signage, and storefront signage—creating a consistent, recognizable impact.
Packaging Design
Packaging played a critical role in reinforcing Yokō’s ritual-driven experience. We designed functional yet intentional packaging that felt calm, tactile, and thoughtfully minimal.
From mugs and cups to takeaway packaging and coffee cup holders, each element was crafted to feel grounded and premium, designed not just to carry a drink, but to extend the brand experience beyond the counter. Coasters and supporting elements added subtle moments of delight, reinforcing consistency across every customer interaction.
Marketing and Outdoor Visibility
To ensure Yokō stood out in a fast-moving urban environment, we developed a series of brand-led marketing and outdoor advertising assets. Posters for in-store and exterior use were designed to create visual pauses—simple, bold, and intentional.
For broader reach, we extended the system into OOH advertising, ensuring the brand remained instantly recognizable from a distance while maintaining its calm, minimalist voice. The result was strong visibility without visual noise.
Outcome
The final brand system positions Yokō as more than a matcha bar—it’s a modern tea ritual. The identity successfully captures the contrast between urban energy and mindful calm, helping Yokō stand out while staying authentic to its roots.
With a cohesive logo, color palette, packaging and marketing ecosystem, Yokō now delivers a consistent, intentional brand experience across every touchpoint. The result is a brand that feels calm, confident, and contemporary—designed for people who move fast, but choose to pause.
Great brands are built with purpose. If you’re creating something new or refining what exists, Zaapr helps turn ideas into thoughtful, high-impact experiences across brand, digital and marketing.
