With the tagline “collaboration over coffee”, Yumaju serves as the place for people to make connections and collaborate, over a cup of delicious coffee of course. Coffee is undeniably one of the most popular social lubricant beverages in the world, both for its delicious taste and its stimulant property.

The main visual identity for Yumaju, the half-round arch shape that represents connectedness, is implemented in various mediums such as cups, graphic ambiance, EGD, and also furniture added by a warm selection of furniture. People can easily share tables with others in Yumaju, making the experience different from other coffee shops.