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Postman Waffles
Elevating a cafe brand & website
Role
Visual Designer
Scope
Branding, Visual Identity, Illustration, Website Design, Product Strategy, Packaging Design
Tools
Figma, Shopify, Adobe Illustrator, Photoshop
Overview
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.
Approach
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.
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