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.

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Black and white photo of a server carrying a tray of four martinis through a dark dining room

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Collage of vintage San Francisco imagery and Izzy's branding — newspaper clippings, Bay Area photos, and mid-century ephemera

Two-panel Izzy's announcement: 'We'll be back soon!' with vintage photo on green, and 'A San Francisco tradition since 1987' on cream

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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.

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Wide-angle interior of Izzy's restaurant — long dark wood bar, checkered floors, pendant lighting, and flowers

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Overhead shot of an Izzy's branded rocks glass with a large ice cube, cocktail, and crispy garnish

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Full bar interior at Izzy's — black and white checkered floors, dark wood bar, pendant lights, and mural on the wall

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Hands holding the green Izzy's Steaks & Chops menu with gold embossed lettering

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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.

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Diner holding open the green Izzy's Steaks & Chops menu with a cocktail on the table

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Izzy's bar menu standing next to a cocktail on the bar, amber-lit with a vintage painted mural behind

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Izzy's bar menu — The Bar — listing Seasonal Cocktails, Izzy's Cocktails, Zero Proof Cocktails, and Beer

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Diner holding a cocktail at a table next to a green Izzy's menu in the candlelit dining room

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Guest reading and pointing at the Izzy's Steaks & Chops menu in a warm candlelit dining room

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Woman in green blazer carrying a gold tray of cocktails — martini, cosmopolitan, and old fashioneds — in the Izzy's bar

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Round green coaster with Izzy portrait illustration on a dark green ring, 'Izzy's' lettered at top

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Square Izzy's Steaks & Chops coaster with building illustration and 'Steaks & Chops, 3445 Steiner St'

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Open Izzy's matchbook showing matches printed with 'Call for Reservations 415.563.0487' and building illustration

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Bartender flaming an orange peel over a cocktail at Izzy's, with Izzy's matchbook in the foreground

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Izzy's Steaks & Chops newspaper-style promo card — 'A Bay Area Tradition Since 1987' with vintage photo of Izzy

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Izzy's Steaks & Chops postcard with etched Izzy portrait illustration and 'A Bay Area Classic Since 1987'

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Two round Izzy's bar coasters printed with 'M'FREN' in bold red type and '1987'

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Two Izzy's drink cards featuring the Izzy mascot illustration and 'Have a drink on us' with 3345 Steiner St address

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Izzy's Steaks & Chops postcard with illustrated building exterior and tagline 'San Francisco's best kept secret'

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Server in Izzy's embroidered cream jacket carrying a tray with a martini and old fashioned

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Waiter polishing cutlery in the moody candlelit dining room at Izzy's

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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.

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