Yoshi Matcha Liqueur
Crafted for the bold
Industry
- cpg
- Packaging
- Drink
- Alcohol
Year
Services
- Packaging Design
- Brand Identity
- Animation
- Copywriting
- Merch
- Photography
Brief
Yoshi is the first premium matcha liqueur, an entirely new category in the spirits world. As matcha culture continues to surge globally and traditional liqueur brands remain stagnant, the founders set out to create a product that merges ritual, nightlife, and cultural curiosity.
Saint-Urbain partnered with Yoshi to lead the full brand identity, packaging design, copywriting, and motion system. Our goal was to design a modern liqueur brand that honors Japanese heritage without relying on cliché, crafting a visual and verbal world where matcha’s quiet precision meets the expressive energy of contemporary bar culture.
From naming exploration to bottle architecture, we built a brand that feels premium yet playful, iconic yet human, and unmistakable whether on a backbar, in retail, or in motion.
Finding
Through strategy, design, and storytelling, we developed a bold, culturally adjacent identity that bridges Tokyo and New York, celebrating the rhythm, energy, and intention shared between both cities. Drawing inspiration from matcha’s circular whisk patterns and the improvisational spirit of jazz, the brand system pairs an unmistakable hand-drawn wordmark with a ceremonial spiral symbol and a clean, modern typography suite.
The packaging design centers on a striking green bottle and oversized white label, giving Yoshi immediate shelf recognition and a premium, design-forward presence within the spirits and liqueur category. Motion, photography, and copy push the idea of a “new ritual,” transforming matcha from a daytime beverage into a bold nighttime experience.
By honoring heritage with modern restraint, Yoshi becomes a liqueur that feels respectful, contemporary, and category-defining. Versatile, confident, and culturally fluent, Yoshi proves that the future of spirits comes from reimagined tradition, a new kind of ritual for a new kind of drinker.
