Moak Pancakes is an Amsterdam-based brunch concept serving a healthier take on American-style pancakes. With a strong visual identity rooted in hip-hop culture, Moak has grown into more than just a brunch spot, it has built a community.
During my time with Moak, I worked closely with the brand to ensure its identity was consistently translated across the customer experience. My work included menu design, indoor customer communication and event posters, as well as creating a franchise plan to support the brand's expansion.
Over time, Moak further developed its visual identity to fully embrace its hip-hop influences. As part of this evolution, the brand also changed its name from 'Mook' to 'Moak', creating a name that felt more international and was easier to pronounce for everyone in its growing community.