Waffle originals

Art direction, logo and branding concept for Waffle Originals, a brand of thermal wear made from a distinctive waffle-knit fabric. The identity takes its cue from the material’s textured surface and regular grid structure, translating these characteristics into a recognisable visual system. The hand-drawn logotype references a familiar visual heritage while establishing a distinctive identity for the brand.

Designed across logo and brand applications, the project translates the distinctive qualities of the fabric into a clear and enduring visual identity.