IHOP House Faves Value Menu Logo and Key Imagery
My Role: Art Direction, Logo Design, Integrated Designer, Photography Concepting, Photo Retouching
Agency: OLIVER
Associate Creative Director: David Yu
Senior Art Director: Ana Soriano
Copywriter: Dani Bergner
Photography: Lew Robertson
In 2024, IHOP responded to market and franchisee feedback to create a new value menu program to replace the previous IHOPPY Hour program as well as the Everyday/Weekday Meal Deals program.
This involved coming up with a new name for the program as well as a logo and key imagery for use across digital and physical marketing collateral.
The campaign launched in October 2024 and is currently scheduled to run until Spring/Summer 2025.
Logo Development
IHOP wanted a logo that was very ownable and featured tell-tale IHOP elements. They also wanted the logo to be flexible enough to accommodate varying value menu price points in different markets across the U.S. and Canada, ranging from $6-$10 in U.S. markets, all the way up to $25 in the Niagara Falls market.
Copywriting to name the program and logo development occurred alongside each other while also in competition with other bidding agencies. Ultimately, OLIVER’s Dani Bergner came up with the winning name (House Faves) and I came up with the winning logo by using IHOP’s iconic blue roof as the main graphic element. The fact that the IHOP logo could exist within the lockup too made the decision a no-brainer for the client.
Previous Value Menu Logo
First Explorations
Final Logo Lockup
Television Spots
Key Imagery Development
Key imagery for the campaign came with it’s own unique challenge: we would only be able to shoot one image that would have to feature all four House Fave menu items while still being flexible enough in its composition that it could fit multiple sizes across physical and digital collateral with minimal photo manipulation. Working from my sketch and layout experiments, Lew Robertson shot the key image that could be gently recomposed to work across various media.
