Waffee Belgian Waffle and Coffee Chain

Waffles + Coffee = Waffee. This restaurant chain will satisfy your desire for something sweet with Belgian waffles and also take care of your caffeine fix with some freshly brewed coffee. Designed by A Friend of Mine, Waffee pairs the most perfect, crisp, golden waffle with a cup of joe.

“Waffee is a Melbourne based chain specialising in authentic Belgian waffles and coffee. We created a logo where the Waffee lettering is incorporated into the waffle griddle iron pattern, to produce a concise, simple marque. To provide warmth and approachability, A Friend of Mine also developed a cheeky racoon character in a series of illustrations depicting a bandit racoon eating, stealing or dreaming about waffles. A Friend of Mine consulted with architects Hecker Guthrie for the Swanston Street store and Foolscap Studio for the Emporium store, and designed signage systems for both fitouts. 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.”


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Waffee takes a delicious, golden waffle as inspiration for its branding and packaging. Although the restaurant has a clear focus and sells beautiful waffles, it still doesn’t take itself too seriously and keeps things fun. The logo is stylish and simple, while the raccoon character adds in a bit of humor.

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Environmental photography of Waffee Emporium store: Sarah Anderson Photography

Brass signage production: Foolscap Studio

Vinyl signage: Decently Exposed

Designed by A Friend of Mine

 

Country: Australia

City: Melbourne

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