喫茶·愛のペガサス
Tour Merchandise

喫茶·愛のペガサス (Kissa Ai no Pegasus) is a 2023 national tour by ZUTOMAYO (ずっと真夜中でいいのに。), spanning 25 venues and 35 performances. The concept centers on a café: an intimate, social gathering folded into the frame of a large concert. LUMINA designed the complete merchandise line for the tour, carrying the café aesthetic through every item so the identity held together across all the scattered venues.

Each item is both a practical tour souvenir and a canvas for the visual identity. The café design language runs through apparel, accessories, and specialty items alike, so whichever piece a fan picks up, it reads as the same brand.

The tour visited 25 major venues across Japan in 2023, 35 performances in all. Every venue carried the same Aipega identity and merchandise. The goods earned revenue for the tour, and gave fans something tangible to take home from the night.

Design started from understanding the café concept: a warm, welcoming space for gathering. That impression was carried into visual elements suited to apparel and accessories — palettes that recall warm café interiors, typography that suggests handwritten menu boards, imagery with an intimate, social air. Each item was finished with care in material, print, and presentation, so it feels like something curated for a café.

The design system kept one brand identity while leaving room for venue-specific customization. Print specs were tuned for apparel production, keeping colors vivid through screen printing and embroidery. The café visual language worked as both identity and story: each piece carries a scene of the larger tour narrative.

The merchandise became a core part of the tour experience. The café aesthetic landed with fans, tying 25 venues into one visual story and giving supporters something that carried the night beyond the concert itself. Each piece holds a bit of the Aipega café story: a wearable form of the 2023 tour.