Yujin Lee Strategic Designer
Creatively seeking to build meaningful experiences through imaginative and subtly unexpected elements. 

Education | University of Southern California, BFA Design + Consumer Behavior Marketing, Dec 2025
Email | yhlee@usc.edu
Instagram | @yujin___work

03 SEND ME COFFEE

BRAND IDENTITY

BRAND DESIGN
JANUARY 2024The coffee pop-up, Send Me Coffee, was started by a group of college students at USC under KCM (Kristos Campus Missions). With the purpose of fundraising for students to go on short term summer mission trips, Send Me Coffee was created by students, for students. 

Every few months, a pop-up event was held at a friend’s garage near the college campus. Friends gathered to help set up the scene, and a whole day was spent serving USC friends and families with coffee and matcha. 

To provide a memorable experience, promotional items like bookmarks and message cards were designed for visitors to take home and utilize. This project included 100% scope of work for branding and visual direction. 


Starting with the logo, each element was developed with intention and care. Considering the purpose behind the brand, the name is a reference to send someone to missions through generous giving and support, as well as the simple phrase to send one coffee. 

The primary logo consists of a blend of a clean sans serif typeface and an italicized serif one. “Send Me” is louder than the accompanied “coffee”, to provide versatility in other applications, like the secondary applications. The repetition of “Send Me” has been used for sticker labels for the coffee cups, and other instances in which the context focuses on the fundraising purpose.

Order slips were designed with the intention to create a meaningful experience of mindfulness and gratitude. The left side of the handout presents the order form, including each of the menu items. Separated with a perforation (a.), the right side of the slip presents the visitor with a gratitude prompt (b.) or a mindfulness activity.

Slips alternate between three different variations.

These message cards are freebies to those who generously support the fundraiser and coffee pop-up. The cards are functional for visitors to write to their friend and have an opportunity to share their experience with the event. Alternate uses would also include using it as a keepsake, to remember the event as one with joy and pride.

The elements (cup, tree, lemon) reference the art of coffee, being a natural process and deriving from the earth and fruit. 

As a sequel to the message cards, bookmarks were designed for further use and as a keepsake, but also as a coffee informational. 

The design entails a segment of the Coffee Flavor Wheel, as organized by Counter Culture Coffee. The segment includes the fruit aspect of the wheel, accompanied by visuals that reference the 8 featured groupings (citrus, apple/pear, melon, grape, tropical fruit, stone fruit, berry, and dried fruit).

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Last updated: Dec. 5 2025