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Yoshi’s Bakery & Tea
Yoshi’s Bakery & Tea is a Japanese mochi and matcha shop that aims to preserve tradition while appealing to the younger generation. The goal was to create a compelling brand identity and build it out while maintaining brand integrity. The target of the bakery and tea shop is generation Z.
Roles For This Project
Branding and Identity
Research
Course
Branding & Identity
Inspiration
The color palette of the brand was inspired by the pastel, muted colors found in matcha and daifuku mochi. The wordmark was inspired by traditional Japanese Hanko stamps which can be used as an alternative to an individual’s signature.
Logo Study
There were many iterations of the logo that used imagery and existing typefaces. However, to get the unique feel of a hanko stamp, new letterforms were created. Many iterations of the layout and look of the letterforms were explored before landing on the final logo.
A salmon color was chosen for the brand in order to pay homage to the red of traditional hanko stamps while creating a younger, fresher feel.
Packaging & Collateral
In the creation of the collateral, icons were made in the style of the hanko stamp logo. A pattern was made of a daifuku mochi icon in a similar style to traditional Japanese textile patterns called “wagara”. This pattern is a defining feature of the brand.
The design of the matcha tea box was largely inspired by origami. The box is simple yet elegant, and made entirely of one folded sheet of material.
