Harajuku's shopfronts compete hard for attention. A restrained wordmark alone could disappear, especially for someone searching for matcha without knowing the café's name. The identity needed a stronger street cue while keeping the calmer experience intact.

Research into Harajuku's street culture and matcha preparation shaped the idea: movement outside, calm inside. Illustrations of whisks and bowls make the offering visible before the name has to do the work. Green typography carries that cue across cups and pouches, while the photography moves from reflective city surfaces into close moments of preparation to create a clear change in pace.

The illustrated tools give YOKŌ a direct street-level cue, while the quieter packaging and photography carry the experience inward. The concept shows how the café could feel part of Harajuku while offering a different rhythm within it.

Self-initiated

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