Work
Wafels & Dinges
Identity, Collateral, Packaging, Environmental
Wafels & Dinges operates a world-famous waffle truck in New York City. SKAGGS revitalized the Wafels & Dinges brand, creating a new sophisticated-yet-playful identity system.
The original logo and new logo by SKAGGS.
Early logo explorations for Wafels & Dinges.
Identity
The philosophy of the Wafels & Dinges brand is “Original, Great Tasting Belgian Wafels.” As the brand story goes, Wafels & Dinges are representatives of the “Belgian Ministry of Culinary Affairs.”
The existing Wafels & Dinges logo didn’t reflect this tongue-in-cheek concept, or the Belgian heritage of the brand. It was important for us to maintain the playful tone of Wafels & Dinges as we developed its new, more sophisticated identity.
Collateral
Wafel Tray
Wafels & Dinges were using plain white paper trays for customers to carry their waffles. We designed an exceptional new tray and carry-out box—they’ve been a huge hit with the public and the @waffletruck’s seven-and-a-half thousand (and counting) Twitter followers. They are a walking advertisement for Wafels & Dinges.
Take-Away Menu
SKAGGS also designed fun take-away menus for customers to keep and enjoy.
Jars of Spekuloos are being sold directly from the truck and online.
Packaging
“Spekuloos” is a delicious gingerbread-based spread made in Belgium that Wafels & Dinges has made famous in New York. A popular “dinges” (topping) for their waffles, Wafels & Dinges received endless requests from loyal customers eager to buy a jar to take home. We combined eye-catching graphics and tongue-in-cheek copy to create the packaging for a pot of delicious spread that you can’t get anywhere else in New York.
Environmental
The Wafel Truck
The Wafels & Dinges Truck is a well-loved New York City icon. Our job was to make it even better. We revamped the ordering experience by using a clear, idiosyncratic typography and imagery to make the customer’s experience of Wafels & Dinges smoother and more streamlined.
The Wafel Carts
As the popularity of Wafels & Dinges soared, they created food carts for new locations across the city (including a permanent spot at South Street Seaport) we stepped in to create a unique design that conveys everything fun about the Wafels & Dinges brand: their cheeky references to their “dinges,” their street-smarts and Belgian roots.
Playing on the concept of their Belgian heritage, Wafels & Dinges were keen to use vintage photographs of old cobbled streets, quant pastoral scenes and famous Belgian cyclists to make their food carts unique.
