Pancakes and Co

A delicious brand refresh for Lagos' fluffiest mini-pancakes

Independent

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2025

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Brand Identity, Illustration

Pancakes and Co had been had been making Lagos’ fluffiest mini pancakes since 2019, and had been operating a walk-in store for over a year. In 2025, they wanted to create a refreshed visual identity that was bold and sleek, and better communicated the brand’s dedication to craft and quality taste. The brand refresh involved logo design, colour and type specifications, and illustrations for social media, all working together to strengthen the brand presence and express the range of delicious offers at the café.

The logo

The logo was designed to be audacious & assured, while exuding warmth & welcome; and made to support the range of products beyond the mini-pancakes the brand is so well-known for. Wordmark exploration resulted in a design that created a clear hierarchy between the words, ensuring the logotype is readable and suitable for a wide range of applications. As a supporting element, I created a stacked pancake illustration that could be used as a relaxed shorthand for the brand where necessary.

Illustrated pancake stack icon next to a photo of a real syrup-drizzled pancake stack on Pancakes and Co packaging.

Typography & colour

The primary brand typeface draws directly from the wordmark—it is confident, yet expresses a strong sense of delicacy and charm. As a supporting typeface, Courier Prime brings some tactility and airiness to the brand.

The warm colour palette is influenced by the colours and materials used in the café's own trade: chocolate, syrup, buttercream, white chocolate, and the griddle itself.

Illustration

To enhance the social presence of Pancakes and Co, I developed a set of custom illustrations for Instagram, and just like the logo, they are based on the idea of being warm and approachable. The pictorial language is expressed using fluid-yet-precise lines and selectively open shapes, ensuring the illustrations are simple, balanced, and easy to recognize in the small spaces afforded for Instagram highlights.

Set of ten line icons: drink cup, menu, stacked pancakes, megaphone, cafe table , bunting, clock, location pin, arched mirror, and calendar.

Identity in use

Nearly a year after the refresh, the visual identity has been applied across signage, food paper, bags, cup sleeves, and much more at the Lekki-based café, and at event appearances such as GTCO Food and Drink.