Project Description
WAFELS & DINGES:
BRANDING
BRIEF
The Wafels & Dinges brand has become a staple of NYC indulgence over the past decade. With their Belgian wafels being unlike anything in the states, the time had come for national, franchised expansion. nm+u was tasked with preparing the brand for franchising..
CHALLENGE
With a quirky name and a fun personality, the brand most often succeeded because of the nature of its small, one-on-one, authentic nature of doing business. Franchising a brand like this requires setting guidelines and framework that still allow for expression and flexibility based on area and need… all while retaining its essential Belgian attitude and quirkiness.
SOLUTION
nm+u created, and in some cases updated, the color palette, the logo, the brand defining elements, packaging, collateral, advertising and in-store displays. The result is a clearly defined set of guidelines for a new franchisee to pick up, customize and deliver to their customers that is as well-done, consistent and quirky as any of the original NYC locations.
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