BPO


Waffee designed by A Friend Of Mine

Packaging designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Waffee is an authentic Belgian waffle and coffee chain with locations across Melbourne and Altona. Developed by holistic design practice A Friend Of Mine, Waffee’s brand identity, which included logo and packaging design, menu boards and a signage system created in collaboration with architects Hecker Guthrie and Foolscap Studio, mixes a typographically adventurous logotype with an illustrated character to establish a rich communicative duality and contrast of literal and subtle narrative detail that binds print and interior space.

Logo designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

The literal approach to the logotype — a waffle iron pattern formed by extending and intersecting the F’s of Waffee — is enthusiastic and perhaps a little awkward in its spacing and condensing of the ‘a’ but its single consistent line weight, seal-like container and lowercase letterforms are largely well balanced, and effectively leverage a broadly understood pattern to convey an everyday accessibility and create distinction in a way that resonates well with the compounded nature of the name.

Illustrations designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

The illustrative work — a racoon eating, stealing and dreaming about waffles — is where the project really shines. These introduce a subtle layer of narrative detail and a more sophisticated sensibility through their geometric rendering, stipple fills, poses and shade of grey, and create a smart visual and communicative counter balance to the logo with their finer detail and motion. Both logotype and illustration share a playful quality in a way that is youthful yet far from childish and is reinforced by a colour palette of broad white panels, bright yellow packaging interiors and bronze foil print finish that mixes a buttery warmth with a contemporary high quality and restraint.

Design: A Friend Of Mine
Opinion: Richard Baird

Packaging designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

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Illustrations designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Packaging designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Packaging designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Uniform designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Logo and signage designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

Logo and signage designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

08-Waffee-Interior-A-Friend-Of-Mine-on-BPO

Interior detail of Belgian waffle and coffee chain Waffee

Logo and website designed by A Friend Of Mine for Belgian waffle and coffee chain Waffee

More brand identity work by A Friend Of Mine:

Logo - Modhouse  Logo - Booki.sh  Logo - The Town Mouse


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Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

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