Overview
The Museum of Waffles is a niche cultural destination that explores the global story of waffles, from their medieval European roots to their modern influence on food culture around the world. The physical experience blends history, food traditions, and interactive exhibits featuring global waffle varieties like Belgian Liège waffles, Hong Kong egg waffles, and classic American diner waffles.
However, the digital experience didn’t match the richness of the concept. The existing content felt descriptive rather than immersive, and users had no real sense of what to expect when visiting. The redesign focused on transforming the online presence into something engaging, story-driven, and aligned with the museum’s playful yet educational identity.
The Problem
While the museum’s concept is unique, its digital touchpoint lacked clarity and emotional pull. There were no interactive elements, no sense of discovery, and no visual hierarchy that captured the diverse exhibits or the immersive nature of the space. The brand voice was there, but the user experience didn’t reflect the cultural and historical depth being showcased in person.
Without overstating or inventing content, the goal was to create a landing experience that sparks curiosity, communicates value, and gives visitors an idea of what the museum offers.
Redesign Goals
The redesign was grounded in three main objectives:
Translate the in-person experience into a digital preview.
Instead of generic descriptions, the site needed to feel like a journey, the same way the physical exhibits do.Highlight the cultural and historical storytelling.
Users should understand that the museum isn’t just about food, but about history, traditions, and global evolution.Make exploration feel fun and intentional.
Even without interactive data or full exhibit details, the structure had to invite curiosity.
The redesign also focused on breaking the information into digestible, engaging sections instead of a single block of text.
Origins & History
A preview section introducing waffles’ beginnings in medieval Europe.Global Variations
Highlighting recognizable formats like Liège waffles, Hong Kong egg waffles, and American diner-style waffles.Cultural Impact
Framing waffles as more than food, exploring their place in traditions and pop culture.Interactive & Immersive Exhibits
Mentioning artifacts and interactive elements without inventing specifics.
Visual & UX Direction
The redesign approach focused on structure:
Hero section capturing the brand’s personality with a strong introduction and visual storytelling.
Sectioned layout instead of long-form paragraphs, allowing visitors to scan easily.
Clear hierarchy to distinguish exhibits, culture, and history without overwhelming the reader.
Room for future visuals such as photos, illustrations, or interactive previews.
Outcome
The redesign focused on clarity, structure, and tone. The result is a landing experience that better reflects the museum’s intent: educational, cultural, and deliciously fun.
