YUMI
Branding
Major Studio
Graphic Designer
2026
Overview of this Project
YUMI is a conceptual café brand identity developed to explore how thoughtful design can create a calm and welcoming experience for students and young creatives. The project focused on building a cohesive brand system that supports quiet studying, longer visits, and a more intentional café environment. Through logo design, color systems, typography, packaging, and in-café applications, the brand communicates warmth, comfort, and consistency across multiple touchpoints.
The Challenge
The main challenge was creating a café brand that feels calm and inviting while still remaining visually distinctive and memorable. The identity needed to balance personality with simplicity, ensuring the design felt soft and approachable without becoming visually weak or generic. Another challenge was developing a logo that reflects warmth and nature while maintaining readability and flexibility across packaging, merchandise, and in-café applications.
The Solution
The solution was a cohesive brand identity built around soft color palettes, organic shapes, and friendly typography. The logo was developed through multiple hand-drawn explorations to balance playfulness with clarity, including a subtle leaf element to reflect calmness and nature. A structured style guide defined typography, colors, and visual tone, while packaging, merchandise, and in-café concepts were designed to maintain consistency and reinforce the brand’s warm and relaxed personality.
The Result
The final YUMI brand identity successfully communicates a calm and welcoming café experience while remaining visually consistent across all applications. The design system creates a clear brand personality and supports the idea of a study-friendly, user-focused space. This project strengthened my skills in logo development, brand systems, and creating identities that balance emotion with clarity, while maintaining consistency across multiple design touchpoints.
