The Pancake Parlour
+ Streamlined menu navigation
+ Extended brand visual language
+ Multi-format menu Rrollout system
As a well-loved dining destination, The Pancake Parlour had strong brand loyalty but its menu was overwhelming, especially for new customers. We were asked to create a simplified, customer-friendly system that retained the brand’s charm while improving navigation and order confidence.
Simplifying Menus Without Losing Charm
We audited and refined the All Day and Evening menus, streamlining item descriptions and removing unnecessary information. A clearer information hierarchy helped customers find what they wanted faster, especially first-time visitors.
Key offerings were strategically highlighted, including the DIY “Build Your Own Stack” feature and a broadened spotlight on savoury meal options reinforcing the brand’s versatility beyond sweet treats.
From Complexity to Clarity
Preserving Playfulness, Enhancing Flexibility
Two new character illustrations were developed to extend The Pancake Parlour’s nostalgic visual world. These playful additions blended seamlessly with the existing brand language, adding freshness without disrupting consistency.
The new design system clearly distinguished between day and evening menus, reinforced value, meal customisation and savoury offer messaging. The finished design system was then easily and effectively adapted and applied to multiple variations of the large format outdoor menus across the different store locations.
The Result
A cohesive, easy-to-navigate menu system that elevated the customer experience, improved decision-making, and delivered brand clarity across formats — all while keeping true to The Pancake Parlour brand.
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