Founder, Quizarya Gonzalez, a first generation Dominican American in Philadelphia had a vision to create a bilingual bookstore and cafe that encompasses the idea of ‘Ojalá’. She noted that “We named our space Ojalá to intentionally call in the sense of hope and possibility that’s embedded into this phrase. In Spanish, we use Ojalá as an expression to begin or end a sentence with a spirit of hope and opening the doors to what could be. At their core, bookstores and coffee shops are places that encapsulate the meaning behind Ojalá. They are spaces that encourage folks to gather, share ideas, explore new perspectives, and create a sense of collective wonder and openness to unknown possibilities.”

Inspired by Quizarya’s mission, and beautiful vision for this space, we knew we had to really dial in a visual language that appeals to Spanish Speaking, bilingual and English speakers alike, that intuitively says ‘this is a special place’ immediately.

We centered our approach around 25-35 year old Latinx folks seeking community in Philadelphia. Among a list of sleek, modern and minimalist coffee shops and bookstores in Philly, Ojalá has the natural opportunity to bring vibrancy and whimsy to a category that’s increasingly taking itself a little too seriously.

We built a foundational strategy around a community centered space that fosters joyful connection in a warm and comforting environment.

Modern eclectic meets cozy pueblo mágico – what better than the legendary Capybara to encompass a space meant to bring joy and connection? An animal synonymous with many Latin countries celebrated as a cute and friendly animal that would be the perfect mascot for a space just as inviting as the lore of the Capybara.

We paired a ‘sassy cappy’ (as we came to affectionately call it) illustration with playful typography that nods to Latin American culture without any stereotypes. And of course, weaving in the bilingual tagline of ‘libros and coffee’