IHOP initially came to Droga5 for a fresh take on a creative platform that could be systemetized and heralds a new era for the diner chain. We redefined their visual tone and design system, reflecting the principles of the American staple: flipping your expectations while welcoming all folks to pancake under their blue roof. I was the lead visual designer through 2019 since the pitch, shaping our approach to their visual language and campaign executions.
This account was heaps of pancakin' fun and helped leverage the design department at Droga5 as the trusted brand partners of the International House of Pancakes.
We established the creative and design platform quite early on in the process, knowing that we wanted to embody all the loving qualities of a pancake into our executional approach. I defined the new type system, updated colors and additional brand elements.
IHOP were incredibly pleased with the work and asked us to create a series of brand books that were to be distributed internally within their company, extending from upper management to franchisees. We leaned heavily into embracing ‘pancake brain’ and this warm, delightful and cheeky world that we were creating.
As part of their Fall Pancakes campaign, we convinced IHOP to create a Fall-inspired, pancake-infused beer called ‘IHOPS’, partnering with Keegan Ales, a local brewery in upstate New York to master the brew. We designed the packaging for the beer which were sent to influencers along with event design for the debut at the NYC Bacon and Beer Classic festival held in Queens.
The campaign that made a bunch of folks flip out in disbelief. When IHOP decided to refresh and reintroduce burgers to their menu, they asked us to create a bold campaign to proudly declare a new and tasty beginning for their burger lineup. We went as far as taking over the Sunset Boulevard location to complete flip the restaurant's signage to be burger-focused.
Jason Severs, Nate Moore
Albie Eloy, Lauren Kong, Claire Jardin
Dan Kelly, Todd Parker, Christian Chico, Nic Bauman