Waynes Coffee helped define modern coffee culture in Sweden. But after three decades of growth, an expanding franchise network, and increasing competition, the brand faced a familiar challenge: how do you stay relevant without losing what made people fall in love with you in the first place?

Together with Waynes, we set out to create a stronger and more cohesive foundation for the brand's next chapter.

Through brand workshops, and strategic analysis, we explored what has always made Waynes different: creating spaces where people can slow down, connect, and feel at home.

This insight became the foundation of the new brand platform. Rather than chasing trends or reinventing the brand, our ambition was to clarify and amplify the qualities that have been present since the beginning. We defined a renewed brand story, positioning, and tone of voice centred around the idea of Waynes as the city's living room — a welcoming place for everyday moments and meaningful connections.

The visual identity was developed to reflect the same principles. We refined the logo, typography, colour palette, imagery, and design system to create a warmer, more contemporary expression while maintaining a clear connection to the brand's heritage. The result is a flexible identity that strengthens consistency across locations and touchpoints, while giving franchisees a clearer framework for expressing the brand.

By aligning strategy, storytelling, and design, we helped create a brand platform that not only reflects where Waynes comes from, but also provides a foundation for where it is heading next.