YOIN is a self-initiated brand identity project for a Japanese speciality coffee roaster, developed consistently from the brand concept through to the logo, packaging and supporting applications.

The name YOIN comes from the Japanese idea of a lingering impression — something that remains quietly after the taste and aroma have faded. I translated that sense of aftertaste, together with the Japanese appreciation of space and stillness, into the overall brand world.

Rather than directly referencing traditional Japanese forms, I created an organic symbol reminiscent of a flower, contained within a circle. A palette of warm off-white and deep navy was chosen to balance simplicity, warmth and contemporary refinement.

The identity was designed to extend beyond the logo, maintaining a consistent presence across coffee packaging, boxes, shopping bags and other brand touchpoints.