WIM CAFE
WIM is a daytime café in Philadelphia’s Queen Village, developed by YOWIE founder Shannon Maldonado within a mixed-use hotel, retail space and creative hub.
The identity balances a bold street presence with a welcoming, neighborhood-oriented tone through a heavy, architetural wordmark paired with lighter, expressive illustrations.
Typography anchors the system across signage, print, and spatial graphics, establishing a consistent visual language across applications. Illustrations by James Paris introduce moments of warmth, offsetting the typographic weight.
The identity operates as a flexible system rather than a singular mark, extending across wayfinding, menus, and retail materials.
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