Yezai Coffee is located in the heart of Chengdu city. The shop itself not only just a coffee place but a hub for neighbors, friends, and like-minded people to get together and have a good time. The mission of the design is to deliver the concept of “people” and “place” throughout visual elements. The design focused on the symbol, a smiley face/@ sign, and the character illustration. Those elements are flexible and helps the brand be more recognized. The character illustration communicates ideas and feelings. The drawing style is loose, fun and free, which translates the brand's personality.
也在咖啡是位于成都市中心，店主起名也在希望这里不仅是一家简单的咖啡店，而是邻居，朋友，爱好咖啡的人的聚集地，在店里碰面时说出“你也在这里呀！”。店主希望设计可以传达他们在强调的“人”和“地点”的概念。
也在的字体设计没有使用过多复杂花哨的元素，用简单但又稍有特点的笔画将其从特立独行和毫无特点中拎出来。除了字体logo之外，用笑脸符号变形为@符号作为图形识别，应用于线上线下物料，从而增加品牌的辨识度。由于“人”的元素反复被店主强调，所以在品牌元素中增加了插画“也人”，希望通过简单的插画将也在的故事表达出来，和客人有更亲近的沟通。“也人”的塑造上，表达活泼，日常和“野”的性格，融入了店主对也在咖啡最初的期望。
