The goal was to create a Brand Expression System to give each product a sticky, exciting and eye-catching identity, in an intentional way that maintains brand linkage; The Smile is the core element of the design system. It plays an integral role across touchpoints. It features a central role for big, delicious-looking food shots that remind people of the griddle craft that is always on at IHOP. 

The goal was to create a Brand Expression System to give each product a sticky, exciting and eye-catching identity, in an intentional way that maintains brand linkage; The Smile is the core element of the design system. It plays an integral role across touchpoints. It features a central role for big, delicious-looking food shots that remind people of the griddle craft that is always on at IHOP. 

The goal was to create a Brand Expression System to give each product a sticky, exciting and eye-catching identity, in an intentional way that maintains brand linkage; The Smile is the core element of the design system. It plays an integral role across touchpoints. It features a central role for big, delicious-looking food shots that remind people of the griddle craft that is always on at IHOP. 

The goal was to create a Brand Expression System to give each product a sticky, exciting and eye-catching identity, in an intentional way that maintains brand linkage; The Smile is the core element of the design system. It plays an integral role across touchpoints. It features a central role for big, delicious-looking food shots that remind people of the griddle craft that is always on at IHOP. 

The goal was to create a Brand Expression System to give each product a sticky, exciting and eye-catching identity, in an intentional way that maintains brand linkage; The Smile is the core element of the design system. It plays an integral role across touchpoints. It features a central role for big, delicious-looking food shots that remind people of the griddle craft that is always on at IHOP.