Brand Extension - developed a distinctive secondary logo inspired by the primary brand identity.

Yeems Coffee initially approached me for social media support, but I identified a broader branding opportunity. As a neighborhood café known for its cream-top coffee drinks, Yeems lacked a distinctive visual identity. I proposed a mascot-led system inspired by its signature Einspanner offerings to create a more recognizable and memorable brand presence.

Client

YEEMS Coffee

Year

2024

Scope

Brand Identity • Social Media Strategy • Content Design

I developed the creative direction around Yeems' cozy atmosphere and signature cream-topped drinks, particularly the Buttercream Latte. Through moodboarding, concept exploration, and sketch development, I created a mascot system that celebrated the café's Einspanner culture. The final concept included two character variations: one relaxing on a layer of cream and another welcoming customers.

The final identity introduced a custom mascot and supporting visual system that gave Yeems a recognizable brand asset for merchandise, social media, and future marketing materials. By centering the identity around the café's signature cream-top experience, the brand gained a more cohesive and memorable presence.