Waff
2025
Waffle house
Challenge
WAFF is a new brand launching in Tirana, inspired by the authentic taste of Belgian waffles and shaped by the rhythm of the city that surrounds it. From the very beginning, the ambition went beyond opening a place that serves desserts. WAFF was imagined as a social space, a point of encounter, and a small pause within the everyday movement of urban life.
Tirana is a city in constant motion. People move quickly, spaces change rapidly, and new concepts appear every day. In this environment, dessert places often feel interchangeable, relying on familiar visuals, similar atmospheres, and predictable experiences. The challenge for WAFF was to avoid blending into this landscape and instead create a brand that feels distinctive, memorable, and rooted in real human interaction.
Services
→ Brand Identity
WAFF needed to feel contemporary without becoming cold, expressive without feeling forced. It had to speak to a younger, energetic audience while remaining welcoming to everyone. A place where students, friends, couples, and families could naturally coexist. The brand had to feel young in spirit, not defined by age, trends, or labels.
At the core of the project was the idea that food is only part of the experience. What truly defines a place is how it makes people feel while they are there. WAFF was envisioned as a space where people come together, talk, laugh, and share moments, sometimes planned, sometimes spontaneous. A place that feels casual and open, yet intentional in every detail.
The concept of Sweet Street emerged as a natural expression of this vision. It represents the meeting point between sweetness and street culture, between comfort and attitude. On one side, the warmth and indulgence of freshly made waffles. On the other, the energy of the city, the movement of people, and the informal social life that unfolds in urban spaces. This balance became the foundation of the brand’s identity.
Rather than drawing from traditional pastry or café aesthetics, WAFF looks outward, toward the street. It takes inspiration from places where people naturally gather, from the visual language of the city, and from the spontaneity of everyday encounters. The goal was to create a waffle bar that feels embedded in its surroundings, not separated from them. A place that feels natural to enter, whether for a quick stop or a longer stay
WAFF is designed as a meeting point rather than a destination defined by rules or rituals. People can come alone or together, stay briefly or linger longer than expected. The atmosphere encourages conversation, movement, and connection, making the space feel alive throughout the day.
The brand language follows the same principle. It is confident but relaxed, expressive without excess, playful without becoming childish. It communicates personality through attitude rather than decoration, allowing the experience to feel genuine and easy to connect with.
The challenge was to build a brand that people don’t just visit once, but return to. A place that becomes part of daily routines, spontaneous plans, and shared memories. WAFF needed to feel familiar quickly, yet interesting enough to remain relevant over time.
The result is a brand built around experience as much as flavor. WAFF positions itself as an urban waffle bar where taste, atmosphere, and community come together naturally. A place shaped by the city, designed for everyday moments, and built to grow alongside the people who make it part of their routine.
