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From Tokyo to Soho (and beyond)

In summer 2019, the beloved Japanese soufflé pancakes brand, Flipper’s, approached us to help them update their concept for the incredibly competitive and elevated market in NYC. Naturally, we flipped (in a good way)! With a tight timeline and tons of eyes on us both domestically and abroad, we quickly identified our main challenge: how do we sprinkle in the famed Japanese branding while integrating the New York roots of their very first soufflé pancake restaurant in America?


We helped a global brand tap into local vibes

Our main objective was (and still is) to position Flipper’s as a contemporary pancake hub with a unique, local flare. For this first location, we took inspiration from classic SoHo urban renewal and combined elements of Scandinavian mid-century modern with the beautiful bones of the enviable West Broadway location they scored. The brand came to life through custom wallpaper, clever slogans, and playful illustrations all inspired by the historic neighborhood and city at large.


A cup isn’t just a cup but an extension of your brand

We designed and printed menus and all marketing material with the customer in mind. How will the cups look walking down the street in the hand of a New Yorker? How will they feel when their friend brings a Flipper’s box home? How can we create and cultivate little moments bringing the customer back to the heavenly experience of eating a Flipper’s souffle pancake? We had this same approach to the interior, making sure that feeling remained cohesive with the visual identity throughout. Each material showcases our expertise in design and was deeply informed by the brand perimeters that we set and are the connecting thread from the cups to the physical space itself.

Interior Branding

Japanese roots with an NYC feel

Interior branding is a subtle art, and at its center is authenticity. When making design decisions pertaining to the space, we constantly looked to the brand and its goals prior to pulling the trigger on any single element. Getting to know the owners and the team from Japan was critical, as a little piece of the client always ends up in the fabric of a project like this (as it should). The end result was a warm and inviting space that matches the energy of an extremely friendly yet surgically precise team.