Yoshi

News & interviews

• Matcha liqueur Yoshi is a masterclass in how to brand Japan for a Western market

  Creative Boom · Jan 12, 2026

  Creative Boom’s feature on Saint-Urbain’s branding for Yoshi, a new matcha liqueur, highlights how the New York studio avoided clichéd Japanese motifs in favor of a refined, culturally sensitive identity. The design uses a spiral symbol inspired by the matcha whisk, hand-drawn typography, and bold packaging to balance authenticity with modern appeal. The article praises the project as a model for cross-cultural branding done right.

  Saint-UrbainYoshibranding
• Yoshi by Saint-Urbain

  BP&O · Jan 8, 2026

  BP&O features Saint-Urbain’s brand identity for Yoshi, the first premium matcha liqueur. The project blends ritual and nightlife influences through hand-drawn typography, a swirl motif inspired by the matcha whisk, and a bold green packaging system. Writer Emily Gosling praises the design as a standout example of contemporary branding that feels both fresh and timeless.

  Saint-UrbainBase DesignYoshibranding|packaging|motion
  Emily GoslingAlex Ostroff
• Saint-Urbain creates the identity for the first premium matcha liqueur