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Ueshima No Longer Wants to Be Just ‘Japanese Coffee’
Source: https://www.media-marketing.com/vijesti/ueshima-vise-ne-zeli-biti-samo-japanska-kafa/
Goal: To refresh the brand identity and position Ueshima in the UK market.
Media: Packaging, digital channels, brand communication
Summary: Ueshima Coffee Company has refreshed its brand identity for the UK market, shifting from a focus on being recognized as the most popular Japanese coffee to celebrating the unique Japanese approaches to coffee selection, roasting, preparation, and cultural experience. The new identity incorporates elements of Japanese calligraphy and playful illustrations to connect with a broader audience while maintaining its recognizable packaging. The goal is to compete with established brands like Lavazza and Starbucks by presenting its Japanese heritage as a dynamic foundation for modern market positioning.