Gaufretería is a pastry shop that bakes treats the Belgian way. Even though Belgium is not a short trip from Mexico, this bakery goes out of its way to get the right ingredients and the correct waffle maker for the creation of the perfect Gaufre. It is easy to distinguish an authentic Gaufre if you take notice of these attributes - its irregular shape, crunchiness, and shallower pockets.

Photography by Firmalt and Ale Vega.




Food and Drinks




Branding Concept

The idea was to recreate an authentic experience, and that meant bringing a piece of Belgium to our pastry shop. The branding concept develops around a passport to Belgium, emphasizing the genuine flavor of Gaufretería’s waffle. The identity takes from the city’s architecture, the shapes of its buildings and common structures found . The wordmark evolves from a sans serif typography, with custom made serifs that make reference to the gothic details that are so representative of Belgium. The emblem is a recreated G that was designed using the waffle’s pockets as inspiration.

Brand Personality

The Belgian flag was our main inspiration for the color palette. We took the red, yellow, and black and gave them a twist that injects life to the brand. The red evolves into a pink-red, and the yellow is represented as beige, replicating the gaufre’s color. The colors go in hand with the idea that Gaufretería is bringing something new to the Mexican market.

Gaufretería speaks of authenticity. The communication strategy was built around the idea that Gaufretería can explain the Belgian way, making it easier for the audience to identify a genuine gaufre, and have it the real way!