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The Hi Neighbor hospitality group came to UNIT to brand their inaugural restaurant. The objective was to integrate within San Francisco's Russian Hill neighborhood, a quiet neighborhood with predominantly older residents, while also appealing to the younger tech audience slowly infiltrating the neighborhood.
UNIT developed the tagline, inspired fare and spirited cheer, to encapsulate the restaurants goal of becoming a vibrant and lively scene paired with great food and tall pours. Drawing inspiration from "killing two birds with one stone" UNIT was able to encapsulate the name and experience into one succinct visual. The logo features two dead sparrows in a tattoo illustration style to play up the irreverent nature of the restaurant team. The brand extension straddles the playful wit of the identity with traditional design queues that nestle into the established neighborhood. Small elements like a sling shot tucked into the corner of the exterior window, twig pencils, and stones to weigh down the checks are all details that carry the brand theme throughout the restaurant experience.
The restaurant opened with a bang, paying out its investors within a year (nearly unheard of). It's been consistently rated as a must dine location within San Francisco. And the bathroom signage is a social media hit, repeatedly featured on the guests’ Instagram feeds.