Yugen is a beautiful matcha cafe located in the heart of Kyoto, selling authentic Japanese tea and locally made products. Yugen means subtle and profound in Japanese. It was chosen as the owner felt this word embodies everything about Japanese craftsmanship; the profound history, refined process, hidden concepts and subtle appearance of inner-beauty. The logo we designed has the appearance of a Japanese Kamon (family crest). We created the logo by combining the Katakana alphabets of Yu, Ge and N. The alphabets are subtly hidden, it aligns perfectly with the meaning. In recent years, Katakana alphabets have become increasingly popular around the world, which we felt fit the concept of Yugen; expanding Japanese knowledge to the world.
Photography-Location: Yugen
Photography-Location: Yugen
This shade of red was inspired by an ancient Japanese colour called "Shinku". Historically, this particular colour was highly valued because the flower used to dye the fabric was so rare. This meant that the fabric was only used to create quality garments. We chose this shade of red for the Kamon, highlighting the quality of the products that the owner specially curates for Yugen.
This shade of red was inspired by an ancient Japanese colour called "Shinku". Historically, this particular colour was highly valued because the flower used to dye the fabric was so rare. This meant that the fabric was only used to create quality garments. We chose this shade of red for the Kamon, highlighting the quality of the products that the owner specially curates for Yugen.
