Pegi
Visual identity for this Belgian waffle brand
PEGI is a waffle manufacturer founded in the early 1950s in Belgium: as a family-run business, it produces over 60,000,000 waffles a year! Drawing on their wealth of experience, they are committed to showcasing their expertise, passion and authenticity.
In early 2022, PEGI contacted the agency La Superboite, where I was working as a graphic designer at the time. As their business was growing, they wanted to redefine their positioning strategy and brand image in order to secure a place on supermarket shelves. They were looking to modernise their branding whilst ensuring they stood out sufficiently from their competitors.
Time period
2022
Mission
Rebranding
Packaging
Kind of project
La Superboite Agency
Tools
Adobe Software
Brief and challenge
Objective: To modernise the image of this waffle brand, introduce the waffles into supermarkets and stand out from its competitors.
Challenge: The agency’s strategists established a new positioning for the company and decided to focus on authenticity and humour. Whilst two of my colleagues were working on concepts in line with this new positioning, I was asked to develop an alternative concept: a colourful, modern and more contemporary brand identity.
Creative process
01. LOGOTYPE
After much research, I opted for a rounded typeface, the Pauline font, which I modified to give it the touch of playfulness the client was looking for. Around the name, I added the text requested by the PEGI waffle brand within a circle: “La vraie gaufre belge / De echte Belgische waffle”.
This layout, reminiscent of wax seals, lends the logo a touch of elegance.
02. COLORS AND TYPOGRAPHY
I’ve chosen a palette of warm colours, reminiscent of the food industry. I’ve then opted for the ‘Obviously’ typeface family, which is modern and bold.
03. GRAPHIC PATTERN
When designing a graphic motif, I draw inspiration from the composition of a traditional waffle. It is often a mixture of sugar, flour, milk, salt, butter and eggs. This gives me the idea of depicting the ingredients as they blend together, using abstract, colourful splashes. For this waffle brand, this creates a strong visual identity.
Graphic designs and packaging
GAUFRE
PARFUM CHOCOLAT
GAUFRE
PARFUM VANILLE
Result
Based on this approach, the agency La Superboite was able to propose three different visual identity concepts for the Pegi waffle brand. Thanks to this variety, we were able to fully understand the company’s requirements and bring their project to life. You can find my project on my design Instagram page: @anneceline.design.
Did you like this project?
If you liked this understated and elegant visual identity, you might like the work I did for the Brussels bakery Fiston.