Waffee is a Melbourne based chain specialising in authentic Belgian waffles and coffee. AFOM created a logo where the Waffee lettering is incorporated into the waffle griddle iron pattern, to produce a concise, simple marque. To provide warmth and approachability, A Friend of Mine also developed a cheeky racoon character in a series of illustrations depicting a bandit racoon eating, stealing or dreaming about waffles. A Friend of Mine consulted with architects Hecker Guthrie for the Swanston Street store and Foolscap Studio for the Emporium store, and designed signage systems for both fitouts. Packaging features crisp white waffle trays with bronze foiled details and bursts of buttery yellow inside, whilst signage details in-store echo the toasty bronze highlights and minimal modern colour palette.