Graphics, Illustration and Visual Communication Design YM Coffee Project Brand Identity by Bumseok Hong This brand’s visual identity captures the name YM, the mood of the YM Coffee Project in a mark that is welcoming, cozy and comfortable like home and also reminiscent of coffee dripper. YM's brand visual identity is composed of a limited set of elements, showing that expertise of coffee in terms of product and providing warmth like home in terms of service. Set in YM Coffee Project : YM Coffee House, YM Roasting Factory and more, the identity evokes the alignment of the Project.