Case Study: Ueshima Coffee Lounge redefines its brand for global expansion with monopo

Ueshima Coffee Lounge refreshes brand across stores, web and social in 2025 with monopo

Ueshima Coffee Lounge, a company cherishing Japan's coffeehouse culture dating back to the early Shōwa period, faced the challenge of redefining its brand identity for future domestic and international expansion. They needed to refresh their brand for new markets while preserving its essence and to develop a clear, shared brand language for internal and external communication. They engaged the vendor monopo for a comprehensive rebranding service.

monopo developed a new brand concept centered around the keyword "shedding," which honored the brand's heritage while modernizing its identity. They created a new mission, values, and bilingual copy, updated the logo with minimal but refined changes, and produced new visual assets and a fully renewed website. The solution provided a consistent and polished brand guideline for use across all touchpoints, successfully redefining Ueshima Coffee Lounge's core philosophy for a global audience and setting the stage for their planned overseas expansion.

Ueshima Coffee Lounge