Penny Roma
Role: Identity, Print, Motion
Studio: Office
Creative Direction: Jason Schulte, Jill Robertson
Design: Will Ecke, Dominique Mao
Project Management: Reva Parness
Content Strategy: Emily FitzloffPenny Roma is a new neighborhood trattoria by acclaimed Flour+Water chefs Thomas McNaughton and Ryan Pollnow in San Francisco’s Mission District.
Office collaborated with Thomas, Ryan and the rest of the talented team behind Flour+Water Hospitality Group on the restaurant’s name and identity, and helped bring it to life in the experience.
Aligned with Penny Roma’s focus on simple, traditional Italian dishes, we aimed to channel the vibe of hosting a nightly neighborhood dinner party. This warmth and familiarity comes through in the name (Penny and Roma are also the names of two of the F+W partners’ pandemic puppies), and in the hand-scrawled logo. The identity’s botanicals and color palette are drawn from the restaurant’s unique indoor/outdoor space that, like the food, feels at once rustic and modern.
