Waffle Me Up creates some of the best waffles in the world, and they wanted a brand that captured the passion, quality, and joy they bring to every bite.

I initially designed their logo when they opened their first storefront, establishing a welcoming look that matched the warmth of their product. Years later, as they grew and needed a brand refresh, they came back to me to reimagine their identity and expand into e-commerce.

Working closely with their team, I took a deep dive into their brand story, focusing on the artistry and care behind each waffle. DJ designed new, elevated packaging and custom boxes to bring their product to life, from the moment it leaves the store to the first bite at home.

Then I tackled the digital space, building out a streamlined online store that let them sell and ship waffles directly to customers nationwide. To strengthen the brand's visual identity, I directed and shot a series of editorial-style brand images, plus a behind-the-scenes video showing the hands-on care that goes into every batch.