IHOP | Wholesomeness served at home

My Role

Brand Design
Visual Design
Motion Design

My Team

Hanbyul Kang
Rui Sun


Sep - Dec 2021 (4 Months)


Adobe CC


IHOP is where people connect over breakfast, enjoy study breaks, grab a bite before or after sporting events, and so much more. For over 61 years, the IHOP family restaurant chain has served our world-famous pancakes that people of all ages love. We want an affordable, everyday dining experience with warm and friendly service. Through this rebranding, we want to enhance the experience of the different people coming to our restaurant and connect over a smile.

Design Challenge

IHOP has been loved by people of all ages with its world-famous pancakes and achieving its mission of “Making breakfast an experience to remember.”

The Solution

From this rebranding, we aim to reminisce wholesome, loving memories to better connect with consumers. To expand the brand's mission and enhance the experience, we aim to develop our love to create a more inclusive brand.

Empathy Inteview

The interview was conducted at different age levels during COVID.

  • Consumers prefer in-person experience rather than take-out, even in COVID times
  • Most IHOP locations are 24/7, depending on the age group, and they visit the restaurant at different times


Family Friendly


Diner Experience



Positioning Statement

For anyone who enjoys having breakfast all day but does not have the time for gatherings, IHOP is your second home, where convenient breakfast is served for people to gather and enjoy the moment. When being at IHOP, you can spend quality time with family and friends over a wholesome meal. With IHOP, you can connect, reconnect, and unite with people to create ever-lasting memories.


IHOP is wholesome and genuine. They are honest with their audience and create a welcoming atmosphere where they embrace and value authenticity. They believe family and friends can come together to enjoy breakfast any time of the day.


A friendly, welcoming atmosphere, conversation, and a wholesome meal leads to positive vibes. IHOP encourages its customers to "be good to yourself" and be comfortable.

Design Principle

IHOP's visual identity communicates that there is a treat to look forward to every day. Whether it is your birthday, a memorable seasonal holiday, or extra warm coffee on a gloomy rainy day, there is always something to look forward to. Our system is to communicate our effort to bring a smile to every customer.

Master Logo

Logo Structure

The logo uses a rectangle with precise measurements between each icon and letter. A specific angle is used for the icon to ensure the brand’s identity and logo mark.

The icon is used for readability when Master Logo is smaller than 25% of its actual size.

Flavor Dynamic System

We expanded two different dynamic systems. Dynamic flavor system incorporates different flavored pancakes in IHOP, seasons, and holidays.

Inclusion Dynamic System

The second dynamic system is inclusion. The inclusion system builds a diverse family and creates a warm and welcoming feeling.


IHOP's rebranding has a warm, adorable feeling and quirkiness everyone loves that brings nostalgia. Our update enhances the IHOP's experience to be more inclusive, fun and welcoming to all customers, no matter their background.