Project Overview:

MIDO is a café branding project inspired by midori, the Japanese word for green, symbolizing freshness, nature, and growth. Bringing together matcha, coffee, and pastries, MIDO celebrates the simple pleasures of everyday life. Drawing inspiration from editorial aesthetics, the visual identity combines raw textures, imperfect typography, and a muted, earthy colour palette to create a brand that feels understated yet playful. Guided by the slogan “Your Daily Dose of Good,” MIDO embraces the beauty of everyday rituals, making each drink, pastry, and visit a little more special.