Crown of the Third Ward Hat

For Benelux Grand Café, located in Milwaukee's Third Ward, I set out to create merchandise that felt as considered and style-forward as the neighborhood it lives in. Rather than defaulting to logo-driven apparel, I developed the concept “Crown of the Third Ward” as a nod to the café’s unmatched rooftop experience and the elevated, panoramic perspective it offers over one of Milwaukee’s most fashion-conscious districts. The design pairs heritage-inspired typography with a clean, two-tone cap silhouette to strike a balance between timeless and current, ensuring it feels like something guests would choose to wear beyond their visit. This project reflects my approach to hospitality branding, where merchandise becomes an extension of place and experience rather than just a promotional item.