Naturally, I stumble upon this little café that just began 6 months ago. The interior is beautiful, lovely natural sunlight and comfortable space between tables. The café had potential to be something big, also it is perfect for my project as the café just started their business, and can have the acceptance of the public for a redesign. I started by asking the staff of the area for more information on the location, and also to further understand the culture of the café. Turns out that the place used to be a yarn factory, and had recently been converted into a cafe. Certain parts of the factory are still visible through lockers that are embedded into the walls and machinery that is too heavy to move. Then the direction was clear to me, I had to make a factory themed cafe.

My goal was to create an identity that suits the age group of Millennial and yet makes it slightly colorful. I began asking myself questions like "What makes a factory a factory?" I looked at elements present in a factory, and there is that all too familiar pattern of a metal plate.

Then I created this master grid that is able to construct multiple geometric patterns that resemble metal and yarn.The logo and identity can be formed out of these respective 7 patterns. By pairing one element of yarn and one element of metal, it creates an easily recognizable visual identity.

With the patterns combined. It creates a whuptastic box that we like to call our logo.

Whupwhup's dominant color is its caramel yellow, an eccentric color that is both sweet and playful. The yellow gives off an unparallel energy that stimulates the youth found in the cafe. Paired alongside black and white, it ensures that the yellow will always get the attention it needs.

A typeface was created using the grid and Whup.Sq. is born.

This typeface is a customized urban-styled font to bring out quirky industrial style of Whupwhup. I’ve chosen the direction of a stencil geometric typeface to bring the essence of a factory to life. The stencil type can be easily applied to the surrounding environment via mural or typography pieces.

Pairing the Whup.Sq alongside Rubik, a sans grotesque font, it creates an easily readable body that also synchronizes with the industrial style.