Waynes is a well-known Swedish coffee chain that the last years are expanding heavily globally and locally. To be noticed in an already saturated market it was important to revise its old identity and to communicate its Swedish roots and strengthen its brand identity. The new concept aims to create a home for the Scandinavian” Fika” culture and to express the joy of the tradition of slowing down over a coffee and a cake.

The company entered 2020 with a brand-new look that makes the Swedish origin clearer and distinguishes themselves from the competitors. The renewal includes the interior design as well as the graphic identity. The dark murky colours are replaced by lighter Scandinavian shades and natural materials such as wood and leather.

With the choice of a contemporary, fresh, and brighter “Scandinavian Blue” the new concept embraces the brand color and makes it the star again. For the international market, it was important to create an identity that emphasizes the Swedish heritage and to create a warm and inviting space for the many occasions.

In the café, the blue brand color has that strong presence, contrasted with tactile materials like tiles, linen wallpaper and blonde wood, and green plants. ‘Since the concept was created for a worldwide roll out it was important to create a toolbox of furniture modules that are scalable and flexible to fit into a wide range of spaces,’ explain the studios of Cilla’s and Peter’s.