Brand Development for an SF Neighborhood gem.
Scott Youkilis
Owner / Hog & Rocks
Pearls & Swine: Crafting a brand identity for San Francisco’s original ham and oyster bar.
Opened in 2010 by restaurateur Scott Youkilis, Hog & Rocks was a Mission District staple known for craft cocktails, raw bar selections, hams from around the globe, and elevated comfort food. I developed the full identity system, including the logo, menu design, outdoor signage, print collateral, and website.
BRAND IDENTITY & MENUS
Given the whimsical name, it was decided that the logo should be kept simple and classic.
Given the playful name, the logo design was kept clean and classic, pairing an engraver-style serif with a custom ligature linking the “K” in Rocks to the ampersand. Because chalkboards were used in-store for daily specials, the logo was rendered with a subtle chalk texture across printed and digital collateral.
The menu system was built for daily flexibility, utilizing pre-printed menu shells that could be updated in-house prior to service. A standalone ham and oyster menu allowed guests to select custom pairings.
ART DIRECTION
Show, don’t tell.
I worked alongside food and lifestyle photographers Eric Wolfinger and Nader Khouri to capture the atmosphere of the dining room, the kitchen team in action, and signature dishes.
During its eight-year run in the Mission, Hog & Rocks built a dedicated local following before closing its doors with an epic final celebration.
