Hello, Penny Roma

Penny Roma, the new neighborhood trattoria by acclaimed Flour+Water chefs Thomas McNaughton and Ryan Pollnow, is now open in San Francisco’s Mission District.

We 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.