Waffee are specialist makers and sellers of authentic Belgian waffles and coffee. We created a brand where the Waffee lettering is incorporated into the waffle griddle iron pattern, to produce a concise, simple marque.
Packaging features crisp white waffle trays with bronze foiled details and bursts of buttery yellow inside, whilst signage details in-store echo the toasty bronze highlights and minimal modern colour palette.
We consulted with architects Hecker Guthrie for the Swanston Street store and Foolscap Studio for the Emporium store, to inform the signage and uniform design for both fit‑outs.
To add to the brand's warmth and approachability, we illustrated a cheeky, waffle-loving raccoon mascot.