Honor Legacy, Hook Customers
Project Revitalize a historic brand, while staying true to their heritage. No. 9 SF is a fish kitchen and crab stand in San Francisco’s Fisherman’s Wharf that opened in 1935.
Scope Brand Refresh, Logo, Signage, Menu Suite, Uniforms, Web Design
Results I crafted a refreshed brand identity that honored No. 9 SF’s legacy. Recreated the original wordmark, incorporated the iconic Fisherman’s Wharf location, and framed it within a hexagon inspired by the Dungeness crab shell adding a subtle nod to their seafood focus. This update provided a modern aesthetic while celebrating the restaurant’s history. The refresh extended to menus, signage, uniforms, and a new website, creating a cohesive brand experience for today’s customers. Learn more…
![](https://catmatthewsdesign.com/wp-content/uploads/2023/05/MenuCover-1-1024x731.png)
![](https://catmatthewsdesign.com/wp-content/uploads/2024/02/Menu2.png)
![](https://catmatthewsdesign.com/wp-content/uploads/2019/04/Website.gif)
![](https://catmatthewsdesign.com/wp-content/uploads/2024/04/BrandIdentityLogoGraphics14-1-1024x444.png)
![](https://catmatthewsdesign.com/wp-content/uploads/2024/02/CatDrawing11-1.png)