“Respect The Ritual” became Ueshima’s creative platform based on Japanese culture and the pursuit of ‘Takumi’ (perfection without compromise).

This resulted in a series of custom static and video assets related to coffee rituals in the UK market, such as enjoying a coffee with a good book or taking a moment of pause whilst working from home. These scenarios were tailored to various channels, such as Instagram, Facebook, and PR, with a strong emphasis on e-commerce.