Waffangle

brand identity packaging collateral illustration

a waffle brand that tastes a different angle

about the client

Waffangle is a Bengaluru waffle brand built on one idea: waffles with a twist. Alongside the expected chocolate flavours it leans hard into savoury — its real point of difference in the Indian market — all under the tagline 'Taste a different angle.'

the challenge

Most waffle brands lean on the same chocolate-drip dessert cues. Waffangle needed an identity that could explain its 'different angle' positioning, work as hard for savoury as for sweet, and carry a character that gives the brand a voice across packaging, delivery and every customer touchpoint.

our solution

We turned the brand name into the story. The 'A' in Waffangle became a smiling waffle character — friendly, expressive, a little retro — and we made the mascot the heart of the whole system, free to doodle, react and crack taglines across the pack. Warm orange, chocolate brown, cream and yellow build an indulgent, mouth-watering world; hand-drawn type keeps the voice casual. Waffle-grid patterns, chocolate-drip shapes and tilted compositions all play on 'angle' — and a hidden detail rewards a tilt of the box with new messages.

Waffangle roadside billboards showing the mascot and 'Taste a Different Angle' with Zomato and Swiggy availability

Waffangle mascot, a smiling waffle-textured character standing hands on hips on orange

Waffangle takeaway box with a chocolate-drip top on a bright orange backdrop

Waffangle single takeaway box with a chocolate-drip lid angled on a deep brown backdrop

Waffangle cone wrappers reading 'Filling Happy' and 'Waffle Addicted' in chocolate-drip type

Three Waffangle chocolate-drip takeaway boxes arranged on a brown surface

Waffangle box dieline opened flat showing mascot doodles and 'Happiness is when' messaging

Waffangle takeaway boxes reading 'Happiness is when' stacked on an orange surface

packaging that rewards a second look

The pack is where Waffangle does its talking. Built for takeaway and delivery — where the box is the first thing a customer actually touches — it's loaded with doodles, expressions and little messages to notice, tilt and share. The tilt-reveal detail turns an ordinary carton into a small moment of play, which made the brand feel giftable and genuinely fun rather than just another dessert. By turning 'Taste a different angle' into a whole visual world, Waffangle made waffles feel fresh and expressive again.