If you’re lucky, when walking down a street in New York you may get a whiff of delicious, buttery, golden brown, baked dough waffles slathered in dark chocolate or whipped cream or ice cream or pearl sugar or strawberries—or all of the above! If you’re even luckier, you’ll have time to eat one. These are Belgian waffles, a part of Belgian street food and restaurant culture. When the Belgian founder of the company approached us for help with the brand voice—from design to copy—we were in.

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Distilling a wealth of cultural information down to the essentials, Skaggs embraced traditional Belgian symbols, including bicycles, the national flag, and coats of arms, creating a bright, cheerful, and immediately recognizable design. The result is playful and mouthwatering—and a solid truth in advertising.