Members Only Waffle House - Branding + Design

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Client
Members Only Waffle House

Discipline

Food & Beverage

Location

Toronto, Canada

The Problem

How does one design a NSFW dessert brand that’s classy, not crass?

The Solution

When Members Only Waffle House asked me to brand their business, I had to use all my creative chops: brand strategy, design thinking, finesse, and intuition.

I started off with a brand strategy session to pinpoint my client’s audience. We went so far as to determine WHY their audience would find their brand appealing: IG photo ops, being the first to know the scoop on the next big thing, and cheeky humour.

After completing the brand strategy (including everything from mission, to competition, to brand voice, etc.), I moved onto brand design.

The brand is designed specifically for its audience. Palm Springs inspiration, neon signs, Art Deco letterforms: for people who live in the city and want to feel like they’re escaping on a naughty vacation.

I also set up the brand’s social strategy upon launch.

The Outcome

The brand was featured in major news outlets in its first few weeks.

The business started off as a stall on a busy downtown street. A year later, it expanded to its own thriving storefront.