Waffles Brand Identity

This collateral showcases my full brand redesign for Waffles Kafe, located in New Lenox, Illinois. While their original aesthetic blended rustic and modern elements, my goal was to elevate the brand into a cleaner, more versatile visual identity that appeals to a wider audience without losing the charm that makes Waffles Kafe unique. I created a refreshed logo, redesigned employee and customer sweatshirts, and developed a cohesive set of hot and iced coffee cup designs. To round out the brand experience, I also illustrated stickers that highlight the cafe's personality in an approachable but sophisticated way. 

I started by creating symbols that I felt would fit with the brand's aesthetic, then paired them with different typefaces that complemented them. I landed on a mark that was simple and inviting, while still playing into the rustic and modern atmosphere that the cafe already has.