Izzy's Steaks & Chops
Brand Identity, Menu Design, Print Collateral, Illustration. Photography by: Daniel Seung Lee, William Jess Laird, Michelle Min
Izzy’s is a San Francisco institution, serving steaks and classic cocktails since 1987. Founded by restaurateur Sam DuVall and inspired by the city’s most colorful bootlegger, Isadore “Izzy” Gomez, the restaurant has built a loyal following across generations. In recent years, Izzy’s began a full brand update, paired with a restoration of its flagship location and the opening of a second on the peninsula.
The existing identity lacked cohesion and didn’t fully reflect the restaurant’s legacy or presence. Our goal was to create a modern system that honors the past without feeling stuck in it. The result includes a new identity suite and a wide range of physical applications, from menus and matchbooks to coasters, jackets, knives, and more.
Branding & Identity
A full identity refresh rooted in Prohibition-era charm and old San Francisco grit. The system includes a custom portrait of Izzy Gomez, monograms, badges, and a script mark, plus supporting patterns and a refined palette. Interior photos and styled details help bring the brand to life beyond the printed page.
Print & Collateral
Menus, coasters, postcards, matchbooks, and a custom server jacket carry the identity into the physical experience. Typography and layout choices nod to vintage design while staying sharp enough for today’s steakhouse crowd. The matchbook features custom-printed sticks, and the script logo appears as a signature detail across formats.
Objects & Tableware
Custom-engraved knives, branded plates, and glassware round out the system with permanence. These details reinforce the tone of the restaurant: classic, considered, and built to last.
