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 doesn’t mean I didn’t keep thinking about it. An intriguing brand doesn’t just fade away. This time around in Melbourne, you can bet I made it my first stop. Sure, I’m smiling here…but I’m secretly hoping that the waffle I’ve waited a full year to bite into is as good as I’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 “toasted” tone.

I honestly can’t think of a more perfect branding solution for the place — A Friend Of Mine totally nailed it.

On another note, Waffee happens to have one of the best tips cup I’ve seen. Winning waffles, great coffee, brilliant branding and a sense of humor to boot — what more could you want?

Photos: Shauna Haider.
Brand images: A Friend Of Mine.
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