Yugen is a beautiful matcha café located in the heart of Kyoto, Japan. The store sells authentic Japanese tea and made in Japan products that are carefully selected by the owner. He recognised a gap between traditional high-quality Japanese products which are made by true artisans, and mass-produced products that tourists often look for as their stereotypical Japanese souvenirs. He aspired to create a platform that connects artisans with consumers, so that more people may encounter true authentic crafts of Japan. The name ‘Yugen' means subtle and profound. The owner chose this word to convey Japanese craftsmanship; the profound history, refined process, hidden concepts and subtle appearance of inner-beauty. We created a logo that has the appearance of a Japanese Kamon (family crest), by creating a pattern with the Katakana alphabets of Yu, Ge and N. This is subtly hidden, like its meaning. Katakana alphabets have been commonly used worldwide in recent years, which we felt was perfect for the concept of Yugen; expanding Japanese knowledge to the world. The red colour in the logo was historically only allowed to be used by the upper-class society in Japan, highlighting the quality of Yugen’s products.