The Client

Pesci Pazzi is an Italian Wine Bar and Seafood restaurant near San Francisco’s Wharf, blending the bold flavors of Italy with the casual, eclectic spirit of the Bay Area.

The Challenge

The restaurant needed a visual identity that felt authentic yet approachable—something that captured the essence of Italian seafood while appealing to a younger crowd looking for a fun, affordable dining experience.

The Solution

I developed a hand-drawn wordmark and a lino-print-inspired illustration of two circling fish, emphasizing craftsmanship and authenticity. The retro color palette and playful illustrations of anchors, waves, and fish scales were used to create patterns across menus, packaging, and signage—making the brand feel both nostalgic and fresh.

The Process

Starting with a deep dive into San Francisco’s wine and seafood culture and traditional Italian design, I built a cohesive identity that extended across every touchpoint: storefront signage, staff uniforms, takeaway packaging, and even a branded tuna can. Each element was carefully designed to reinforce the restaurant’s vibrant, welcoming atmosphere.