Midori Grove

For Midori Grove’s brand identity, we developed a concept that fuses premium Japanese matcha with playful berry elements through character-driven storytelling. The name – combining Midori (緑, green) with Grove – captures a fresh, nature-inspired atmosphere while setting the café apart in Seoul’s competitive scene. A signature palette of matcha green and berry pink expresses both the refined elegance of Kyoto matcha and the trendy vibrancy of berries, creating a bold, recognizable visual language.

At the heart of the brand is a mischievous raccoon character from Seoul Forest Park, irresistibly drawn to the café by the scent of sweet berries. Its “berry thief” design, with natural eye markings reimagined as a thief’s mask, adds a memorable and local personality to the brand. Complemented by youthful, distinctive typography and the slogan “Very Berry, So Matcha Love!”, the identity strikes a balance between premium quality and playful accessibility, making Midori Grove both sophisticated and delightfully unique.