Waffle House Branding
Award: Shortlist
Shortlist / Branding / Print / 2024
The new logo and custom typography express values of the brand's personality such as freshness and bravery, while the blue color palette reflects the vibrancy expressed by the brand's audience while giving it the consistency it was lacking. Among other things in the system, the brand's initials create a second, hidden reading in the idea of homemade ice cream expressed by Waffle House. For the brand applications, the system of illustrations, design elements, and verbal elements emphasize the storytelling related to the production process and practices as a point-of-sale practice.
