喫茶·愛のペガサス (Kissa Ai no Pegasus) is a national tour by ZUTOMAYO (ずっと真夜中でいいのに。) spanning 25 venues with 35 performances in 2023. The tour's concept centers on a café-themed aesthetic, creating an intimate, social gathering experience within the larger concert framework. LUMINA designed the complete merchandise line for the tour, creating items that capture the café-themed aesthetic while maintaining visual cohesion across the distributed tour locations.
The merchandise design balances functionality with artistic expression — each item serves as both a practical tour souvenir and a canvas for the visual identity. The café-themed design language was applied consistently across apparel, accessories, and specialty items, creating a unified brand experience for tour attendees.
tour scope
A café experience across 25 venues
The tour traveled to 25 major venues across Japan in 2023, with 35 total performances. Each venue featured the Aipega visual identity and merchandise, creating consistent branding across the distributed tour experience. The merchandise served both as fundraising mechanism and as audience engagement tool, allowing fans to take home tangible artifacts of the concert experience.
merchandise items designed
• Tour t-shirts
• Long-sleeve tees
• Towels
• Accessories
• Specialty items
• Café merchandise
role
Merchandise DesignGraphic DesignApparel DesignVisual System
design approach
Café aesthetic translated to wearable merchandise
The merchandise design process began with understanding the café concept — a warm, welcoming space for gathering and connection. This aesthetic was translated into visual elements suitable for apparel and accessories: color palettes evoking warm café interiors, typography that suggests handwritten menu boards, and imagery that captures the intimate social atmosphere. Each merchandise item was designed to feel like a curated café experience, with attention to material, finish, and presentation.
The design system allowed flexibility for venue-specific customization while maintaining cohesive brand identity. Print specifications were optimized for apparel production, ensuring colors remained vibrant through screen printing and embroidery processes. The café-themed visual language served as both identity and story — each merchandise piece told part of the larger narrative of the tour experience.
impact
Tangible connection between artist and audience
The merchandise design became integral to the tour experience, serving as memorable artifacts for attendees. The café-themed aesthetic resonated with fans, creating a cohesive visual narrative across 25 venue locations. The merchandise line enhanced community engagement and provided supporters with branded items that extended the tour experience beyond the concert itself. Each piece carried the story of the Aipega café experience, becoming wearable representations of the 2023 tour.