Waffles & Subs was an Ecuadorian food brand built around waffles, milkshakes and sandwiches, serving a playful, indulgent take on casual dining.
Role
Art Direction Brand Identity Packaging Design Food Photography
The Challenge
The brand was trying to be too many things at once—from restaurant and coffee lounge to dessert bar—without a clear visual identity. It needed a stronger point of view that put its products at the center.
The Approach
I built a bold visual identity around a simple idea: the product is the moment. I carried that system across social media, delivery and seasonal packaging, staff apparel, motion graphics and food photography.
