*These are real photos I took for an internship, not spec work.

When I started working at Vafels, their main product was described to me as “a vegan Honey Stinger”. Honey Stingers cater to a niche market of high-performance athletes. Around 3% of the population is vegan.

Put those audiences together, and you have a product for an almost non-existent target. The positioning had to be changed.

Vafels makes “European-style wafels”. I thought it was important to target all vegans and shirk any mention of sports, so I leaned into the European-ness of the product as its distinguishing quality.

From the positioning on right: