Art Direction
    Logo Design
    Product Concept
    Copy Writing
WTF NYC is a souvenir brand that captures the true personality of New York City.

Inspired by the everyday stories and overlooked details of urban living, WTF NYC designs products that resonate with people in the city, redefining souvenirs with a touch of humor and a sense of belonging.

The visual of the brand intends to present the quirkiness, humor, and at the same time, the quality of the products. Instead of creating a bold visual, we adopt a more elegant approach to the brand, in contrast to the intense graphic in the trademark and the name of the brand, which emphasizes the sarcastic character of the brand itself.



Food Cart Umbrella

Inspired by the iconic food carts everywhere in the big apple, I shrink the size of the food cart umbrellas so people can bring them home.

Garbage Bag Snow Globe

This is a typical street view in New York City, especially during the winter, when the garbage mountains submerged under the grey snow on the sidewalk.

Subway Sound Box

When flip the box, you hear the different sounds of different subway lines passing by.

New York City Pins

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