YUZU: A Little Citrus, A Lot More Personality

YUZU is a concept for a sparkling alcoholic citrus drink inspired by the bright, distinctive flavour of Japanese yuzu. Positioned between a hard lemonade and a citrus seltzer, the brand is designed around the idea of making citrus feel more contemporary, energetic, and visually distinctive.

The identity combines bold typography, vibrant colour, expressive graphic elements, and a strong visual hierarchy to create a brand that feels playful without losing its sense of sophistication. Japanese influence is incorporated through a contemporary visual approach rather than relying on familiar cultural clichés.

The system was developed to create consistency across the full brand experience, from the core packaging and flavour variants to campaign applications, merchandise, and supporting brand touchpoints. Each element works together to create a recognisable visual language while allowing the individual flavours to maintain their own character.

The result is a vibrant, contemporary identity that brings a fresh perspective to the citrus beverage category and positions YUZU as a brand built around flavour, energy, and visual expression.