Moak Pancakes is an Amsterdam brunch concept serving a healthier take on American-style pancakes. Its identity is rooted in hip-hop culture, and as it grew from a brunch spot into a community, the brand renamed itself from Mook to Moak, a name that felt more international and was easier to pronounce.
I worked with Moak to carry that identity through every touchpoint: menu design, in-store communication, event posters and the Summer Playlist, a collaboration with Clean Music Mag that I initiated because both brands share a strong musical identity.
I also created the franchise plan behind its expansion, covering interior guidelines, mandatory equipment, in-store music, staff training and hiring, and brand rules from colors and fonts to logo use, so every new location delivers the same quality and experience.
MOAKPANCAKES.NL