Lazy Bear Identity

Rebranding a revered pop-up restaurant in San Francisco’s Mission District.

Identity Design

Chef David Barzelay started Lazy Bear in 2009 as an underground pop-up restaurant. When he decided to move his experience into a brick-and-mortar space in San Francisco’s Mission District, he approached Small Batch to help expand his Lazy Bear brand into the new location. Small Batch was tasked with developing an overall look for the restaurant interior, as well as designing a new visual language for their menus and website.

We knew Chef Barzelay was designing the dining experience to feel like an intimate family meal. Two long tables stretch the length of the dining room, and guests are seated directly adjacent to fellow diners. An open kitchen allows chefs to present their dishes directly to their patrons.

We wanted to craft an identity which was both approachable and slightly quirky – something befitting a playful, lazy bear. So we collaborated with David and his interior design team to develop an aesthetic around a camp / scout / lodge vibe. Plaid, bearskin rugs, rustic wood treatments and vintage field guides adorn the upstairs lounge. The menu comes in the form of a folded field guide, presented with a pencil, and guests are encouraged to take notes about the dishes.

We explored several overhauls of the bear itself, but in the end, the client wanted to remain faithful to the previous logo, so the final result is a crisp revamp of the original illustration.

Logo explorations

Logo explorations

Logo explorations

Logo explorations

Lazy Bear logo

Lazy Bear logo