Waffee = waffles + coffee.
Two years ago, I was walking through the streets of Melbourne and saw branding that literally made me stop in my tracks. The newly opened Waffee shop was stamped everywhere with a clever bronze logo that shined like a beacon of light to those in need of a sugar and caffeine fix. Unfortunately, it was closed when I discovered it due to the Melbourne Cup and I never made it in.
That doesnâ€™t mean I didnâ€™t keep thinking about it. An intriguing brand doesnâ€™t just fade away. This time around in Melbourne, you can bet I made it my first stop. Sure, Iâ€™m smiling hereâ€¦but Iâ€™m secretly hoping that the waffle Iâ€™ve waited a full year to bite into is as good as Iâ€™ve built it up to be. Thankfully, it delivered.
Waffee was branded by A Friend Of Mine and I love how the name is cleverly built into a waffle griddle pattern. The inside of the shops are a crisp white and the logo is always applied in a bronze â€œtoastedâ€ tone.
I honestly canâ€™t think of a more perfect branding solution for the place â€” A Friend Of Mine totally nailed it.
On another note, Waffee happens to have one of the best tips cup Iâ€™ve seen. Winning waffles, great coffee, brilliant branding and a sense of humor to boot â€” what more could you want?