With the new year came a new location and a new look for Hoodwink. We had the K shaking before 2018 ended to make way for a much bigger space. The goal was to retain Hoodwink's quirkiness while introducing our new coffee concept in Makati.
The space blends our retail and coffee concepts into one. “We like to think of Hoodwink as homme et femme’s youngest sibling—the one who gets away with a lot of things,” says Jappy Gonzalez the President of homme et femme (aka my boss). “From its name alone, it blindsides you with its alternate take on what’s considered contemporary.”
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"The first thing we notice about their new home is the shop sign. It’s in the familiar yellow—the kind of yellow that lets your eyes rest for a bit yet it’s also the striking type. Then, the “K” on their shop sign is reversed as if to say they’re ready to play harder." (via Scout Magazine / Photo by The Visual Club)
My main task for this project was to rebrand the store from its original design. This includes a new logo, packaging, and overall feel while keeping the brand's skeleton intact. This project is close to my heart because I'm coming from a place with zero background in design. I went into the project without any confidence but the event and collaterals ended up better than expected. (I was honestly complaining to my boss about everything feeling a bit lazy but I was assured it was received well.)
A sticker and icons that came with the rebrand. These are just different iterations of existing material that we already had. A huge chunk of my work was to align previous collaterals to the "new" brand that we're building. As I am self-taught, I'd really love to learn more about branding and seriously just learning all the basics before diving head on.
"Swinging by Hoodwink makes you feel like you're part of the neighbourhood." (Photo by The Visual Club)
The packaging that gave me a migraine and anxiety for weeks on end. (Full disclosure -- I actually cried over these bags not making it on time for the opening.) Conceptualising the bag was no simple task either. We had to scout different shopping bags before constructing it. Despite the design being simple, it still had to be consistent.
Hoodwink's comeback from Aura to Makati came with a brand-new cafe aptly named Hoodwink Kaffee. The space has a lot of character and prides itself on its quirks. With two joint concepts in one space, we came up with a new logo and logotype to be placed on a range of products -- from coffee cups to window displays and sticker packs.
Off-Menu favorite: the Dirty White.
"It may be difficult to take Hoodwink seriously, from its bright yellow two-floor facade, in-house café—aptly named Hoodwink Kaffee, with coffee prepared by the Curator—down to the cheeky vintage Pac-Man arcade machines installed inside." (via Purveyr)
"While their coffee menu is short, it’s a diverse and straightforward selection of classic brews—sometimes, all you need is a good cup of coffee when you’re deciding on which shoes to cop." (via Scout Magazine)
Hoodwink is already a character in itself. It was important for us to keep that branding while we switch up a few details here and there. With the coffee concept coming along, it gives us more space to play.