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To IHOP, pancakes mean more than just pancakes. Pancakes are a feeling. Pancakes are warm and welcoming. They don’t judge. They’re about being totally comfortable with the special weirdo that you are. You could say they're obsessed, but they just believe pancakes belong everywhere. We helped IHOP to envision a warm and fluffy, syrup-covered pancake world. This included a new brand purpose, design language and a visual brand world. Pancakes. Pancakes pancakes pancakes.