Challenge

The Presidio Social Club is a restaurant housed in a 1903 officers’ club in the heart of the famous San Francisco military base. Repurposed as a cultural and commercial center, the buildings are historically protected from external alterations or signage. Our challenge was to create a unique presence for a restaurant located in Building 568, an anonymous façade surrounded by identical structures.

Action

Inspired by the location’s history, we created an identity that evokes the mood of a 1940s officers’ club. Our team conceived a detailed fictional history using old photos, vintage-style drawings and maps, as well as custom lettering, to link the restaurant to the area’s rich heritage. The bold retro logo was integrated into the environment in imaginative ways, appearing on the drum set, coasters and bar taps, allowing the identity to come to life inside the space. Vintage postcards delivered with debossed check covers convey the proprietors’ keen attention to the kind of details that make the experience a memorable one.

Results

With its live swing music, twirling ceiling fans and classic cocktails, the venue is a favorite in the Bay Area, and the identity we developed, menus to maps, helped it become an instant classic.

Recognition