#Japan #Tokyo #Ueshima Coffee #JAPAN Coffee #UCC Group

Ueshima Coffee Shop: Evolving Traditions

Ueshima Coffee Shop, under the management of UCC Food Service Systems, has announced an exciting brand update centered around the concept of 'evolution.' Since opening its first store in Kanda, Tokyo, in June 2003, Ueshima has been committed to delivering exceptional coffee experiences rooted in Japan's rich coffee culture. Now, to keep pace with modern sensibilities and the changing social landscape, the company has taken significant steps to redefine its brand identity.

In an age where information overload is commonplace, maintaining one's sense of self is increasingly crucial. Recognizing this challenge, Ueshima Coffee Shop aims to clearly articulate its values and beliefs, which have been implicitly shared among patrons over the years. The brand intends to preserve the essences of Japanese café culture and quality while facilitating further evolution. Consequently, several elements have been updated, including their brand statement, concept, values, logo, and vision.

New Brand Elements

• - Brand Statement: 'STAY TRUE.'

Ueshima Coffee Shop positions itself as a sanctuary where individuals can embrace their authentic selves and uphold their truths through the enjoyment of coffee.

• - New Concept: 'EVERYDAY RETREAT.'

To manifest this statement, Ueshima defines the daily experiences it offers as 'an oasis for reclaiming one's true self within everyday life.' This new approach ensures that customers find a comforting space amidst their busy routines.

• - Value Statement: 'One Cup, One Moment, One Life.'

This embodies the shared values that staff should uphold, forming the foundation of their daily interactions and service.

• - Revamped Logo:

The brand's logo has undergone a minimalist transformation, emphasizing a distinctly Japanese aesthetic. By drawing inspiration from traditional Japanese colors, 'UESHIMA BLACK' and 'UESHIMA RED', the new design captures simplicity while evoking a strong sense of cultural identity.

• - Vision Statement: 'JAPAN COFFEE FOR ALL - Bringing JAPAN COFFEE to the World.'

This succinctly encapsulates Ueshima's aspiration to promote Japanese café culture globally, reinforcing its commitment to heritage and innovation.

Introducing 'JAPAN' Coffee

In addition to its brand reformation, Ueshima Coffee Shop is set to launch an exclusive new coffee style named 'JAPAN,' available solely at its Aoyama location starting October 9. This unique offering is a flavorful addition, merging the unrivaled Double Nel Drip coffee method with 'shiroyu' (clear hot water) heated in traditional Nambu ironware, renowned in Japanese culture.

The Double Nel Drip process employs two layers of 'nel' (cotton fabric) filters, which intensifies the richness and sweetness of the coffee. By combining it with the gentle and soft taste of shiroyu, 'JAPAN' achieves a robust yet clear flavor profile that exemplifies Ueshima's dedication to crafting distinct coffee experiences that cannot be replicated.

Menu Details for 'JAPAN'

• - Menu Item: JAPAN Coffee
• - Launch Date: October 9
• - Availability: All-year-round
• - Pricing (incl. tax): R: 760 JPY, L: 840 JPY
• - Location: Ueshima Coffee Shop, Aoyama Store, 3-5-14 Kita-Aoyama, Minato City, Tokyo 107-0061

While the Aoyama store will exclusively serve 'JAPAN', other Ueshima Coffee locations will continue to offer the regular Double Nel Drip blend, ensuring that coffee aficionados can enjoy the best of both worlds.

For more information, visit the Ueshima Coffee website or explore the locations through the UCC group's site. Customers can reach UCC Food Service Systems for inquiries at their Kobe office.