This is taken from Jonathan Hart's Graphic Design blogsite:
Final Ad for Wafflepress.
The Process of creating the Wafflepress Illustrative Typeface:
This is my illustrative typeface, created by modifying a waffle iron. The "gaps" were filled in on the waffle iron thus connecting the squares for making an impression of a letter into the waffle batter. I could then move the filler "pieces" around to set a new letter. Syrup was used to establish more contrast between the letter and the rest of the waffle.