Implemented Brand System · Café and Franchise

Waffly Chocolate Café: building a brand for growth, experience, and franchising

Over a three-year engagement, I led Waffly’s brand, marketing, design, and production across every major touchpoint—from identity and campaigns to franchise documentation, photography, digital experience, interiors, and printed execution.

Client
Waffly Chocolate Café
Engage.
Three consecutive years
Role
End-to-end brand, marketing, design, and production leadership
Scope
Identity, franchise manual, campaigns, social media, photography, interiors, digital, and print
Markets
İstanbul, Jeddah, Sudan, and additional African markets
Status
Implemented, expanded, and evolved across multiple branches

Explore the brand system →

Waffly Staff

01 · Brief and challenge

Turning a café concept into a repeatable customer experience

The starting point

Waffly’s offer brought together waffles, crêpes, pancakes, coffee, and Belgian chocolate in a warm café setting. The opportunity was to transform that product experience into a distinctive brand customers could recognise, enjoy, and return to.

The growth challenge

As the business developed, the brand had to work far beyond a logo. It needed consistent rules for stores, menus, packaging, campaigns, social media, digital channels, staff presentation, print production, and future franchise locations.

The three-year engagement therefore evolved into full brand stewardship: building the identity, directing its communication, producing its assets, and adapting the system as Waffly expanded.

Waffly Istanbul Logo

02 · Identity system

A flexible visual language designed for daily use

The identity system brought together the Waffly wordmark, a compact W symbol, turquoise and chocolate-inspired colour, typography, striped patterns, illustrated serving formats, packaging, stationery, uniforms, menus, and environmental applications.

Waffly Chocolate Café logo in brown and turquoise
Clear-space specifications for the Waffly Chocolate Café logo
Waffly W monogram from the café identity system
Waffly caffee Brand design
Waffly caffee Brand design
Waffly branded business cards with a striped turquoise pattern
Waffly branded envelope design in turquoise and brown
Waffly takeaway drink cup with the W monogram
Waffly branded cutlery sleeve in turquoise
Line illustration for a Waffly coffee cup
Line illustration for a Waffly juice cup
Waffly branded Turkish tea glass and sugar holder
Waffly pistachio cream spread packaging concept
Waffly chocolate dessert served in a branded glass
Waffly branded chocolate gift box and packaging
Waffly caffee Brand design

03 · Franchise and production

Making the brand repeatable across people, places, and markets

Franchise manual

A dedicated franchise manual translated the brand into an operational system that new locations could follow. It connected identity standards with customer experience, environment, communication, and practical implementation.

Print and implementation

My role continued through execution. I managed the design and production of menus, packaging, stationery, promotional materials, store graphics, and other printed touchpoints so the intended quality survived the move from screen to physical use.

Define
Brand rules and franchise standards
Adapt
Applications for different branches and markets
Produce
Print-ready artwork and production supervision
Maintain
Consistency while the brand continued to evolve

04 · Campaigns and content

Giving the brand a voice people could see, share, and remember

Campaigns, social media content, photography, and short-form video turned the identity into an active communication system. Product stories focused on appetite, preparation, indulgence, and the recognisable energy of the café experience.

Waffles from Waffly

Waffly Cookies

Ice Crêpe

05 · Digital experience

Extending the café into web and social channels

The digital work carried Waffly’s product energy and visual identity into online customer journeys. Website and social content supported discovery, menu exploration, campaigns, and the everyday rhythm of the brand.

Rather than treating digital as a separate layer, the same visual and verbal system connected stores, products, campaigns, and online communication.

Waffly Istanbul Website design

06 · Physical experience

From interior atmosphere to the details customers touch

The visual identity was carried into the café environment through interior direction, colour, uniforms, packaging, menus, serving materials, and branded details. Photography documented the system in real use rather than only as presentation mockups.

Waffly caffee Brand design
Waffly caffee Brand design
Waffly caffee Brand design
Waffly branded tea service inside the café
Exterior of a Waffly café branch with monogram sign
Waffly Branding and Design
Three Waffly iced drinks in branded takeaway cups
Waffly staff member serving a chocolate crêpe

07 · Business outcome

A brand system that grew with the business

Across three consecutive years, Waffly developed from a café identity into a broader, evolving franchise system. The brand expanded through locations in İstanbul, Jeddah, Sudan, and additional African markets while maintaining a recognisable customer experience.

The outcome was not one isolated design deliverable, but an integrated body of work connecting strategy, identity, marketing, content, environment, production, and growth.

Duration
Three-year continuous partnership
Growth
Multiple branches and franchise markets
System
One brand across physical, digital, and operational touchpoints
Delivery
Strategy through design, content, and final production

Brand systems built for real growth

Building a hospitality brand that must work across every touchpoint?

I help organisations connect identity, communication, digital experience, physical environments, and implementation into one coherent brand system.

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