IHOP has owned breakfast for over 60 years. Their new challenge is bring younger food influencers to the table without losing regulars. Their campaign was titled "Let's put a smile on that plate."

They brought us in to design an evening tasting. New menu items, unveiled after dark. Our job was to bottle the feeling people have when they eat at IHOP.

Togetherness. Belonging. Nostalgia. Joy.

We built the room out of what fans already know. Iconic blue tiling. Classic diner mugs. Classic booths. A brand this established doesn't need reinventing, it needs a stage.

Then we provided moments made for sharing. A mug personalization station. A backdrop built around the IHOP smile. An open kitchen. Playful wall art. New dishes passed out to writers, influencers, and editors to document and post.

Millions of impressions later, a new generation had pulled up a chair. We set the table.

Services Deployed:

experience / content strategy

creative direction

spatial design

environmental brand deployment