In Jeongseon, Gangwon-do — where the mountain roads slow down — a cafe settled in. Youyoujae means "a place of ease and leisure," and the name itself is the brand's declaration: a place for travelers to sense the region's mood, and for locals to rest inside their everyday. Against the fast turnover of franchise cafes, it promises a different kind of time. What it needed was a visual language to carry its cozy, kinfolk philosophy with consistency.