Design Showcase

Wabii —
Brewing Identity

Brand Identity
Packaging
Typography
Wabii is a takeaway coffee brand inspired by the Japanese philosophy of Wabi-Sabi—a worldview that embraces transience and imperfection. Their team thrives on experimentation, introducing bold flavor profiles and constantly evolving their menu. The visual identity needed to mirror that spirit of curiosity and play.

As the solo brand designer, I guided the process from concept to execution—crafting the logo, color palette, and packaging system. After multiple iterations, I landed on a playful reinterpretation of traditional Urdu type, designed to be instantly recognizable, highly readable, and engaging.
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My approach was rooted in open collaboration and an iterative process, ensuring the final identity reflected both the brand’s ethos and the team’s vision. The result is a dynamic identity that feels vibrant, experimental, and culturally grounded, built to grow with the brand and its ever-evolving menu.

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“Working with Momina was an exemplary experience due to her great work ethic, unique design perspective and commitment towards building something great! From logos to packaging, she helped us shape an identity that truly represents Wabii.”

-Saman Bashir, Marketing @ Wabii

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Momina Latif