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Postman Waffles

Elevating a cafe brand & website


Visual Designer


Branding, Visual Identity, Illustration, Website Design, Product Strategy, Packaging Design


Figma, Shopify, Adobe Illustrator, Photoshop

PW Food.png


Postman Waffles is a cafe in the heart of midtown Toronto serving specialty coffee and liege waffles. After opening in the summer of 2023, the business began growing in all spaces, from physical to digital. 

To mirror this growth, I designed a Shopify website that streamlined digital channels and elevated the existing brand identity to better align with Postman Waffles’ mission: to send love and waffles. Custom illustrations and fresh visual design come together to accentuate the brand’s essence of neighborhood charm, playfulness, and love of all kinds.


01   Accentuate

To accentuate the sweet message of “sending love and waffles” throughout the entire brand, I incorporated themes of charm, playfulness, and love letters, bringing out the authentic persona behind Postman Waffles.

02   Enhance

To enhance the brand’s visual identity, I designed custom illustrations with three distinct styles optimized for print and digital. I created new brandmarks, graphic elements, cafe menus, food packaging, and merchandise.

03   Streamline

Designing the brand’s first Shopify website, I streamlined user experiences for cafe pre-orders, e-commerce merchandise, event booking, and B2B wholesale operations.

PW Stationery Flatlay