Eat Drink SF

Branding a Culinary Epicenter

Our Opportunity


In our fourth-year partnership with Eat Drink SF (formerly SF Chefs), a phenomenal multi-day tasting event that showcases the best of San Francisco’s culinary scene, we further expanded upon the brand refresh we had completed the year before. With the building blocks in place, we freshened up the marketing materials and signage, gladly volunteering our services yet again for our favorite local food extravaganza.


Our Approach


The previous year’s rebrand involved not only a new design, but a new name. We worked closely with the event producer and other partners to devise something simple, bold, and easy to remember. “Eat Drink SF” speaks to the discerning foodie as well as the newbie, and doesn’t confuse the public into thinking the event is exclusively for industry professionals and insiders (the main problem with the old “SF Chefs” name).


The continued goal of the brand’s visual identity is to feel energetic and relatable, while remaining both simple and flexible. Handcrafted textures within the logo balance out the bold letterforms, and sumptuous photography plays off the warm yet vibrant color palette. Concise and consistent messaging ensures a steady voice across all advertising. Together, all of these elements create a unique and unified system that reinforces the Eat Drink SF brand.


To promote the event, we developed a full-scale marketing campaign that included multiple forms of advertisements: magazines, digital banners, bus shelters, and billboards (just to name a few). As a supplement to these more traditional promotional tools, we created a set of eye-catching coasters — a fun, industry-appropriate item that bars and restaurants could easily integrate into their daily routines.



Creating day-of communications was a complex exercise in balancing client and venue requirements. All signage needed to be appropriately scaled, reusable, and kind to the budget. A combination of printed and wooden signage achieved all of these goals and created the elevated experience we were looking for.


A healthy social media presence was a key goal of the event, and we were happy to provide tools to encourage community participation. We created fun, cheeky temporary tattoo designs that were a huge hit with attendees. Additionally, a beautiful entryway display of fresh produce surrounding the Eat Drink SF logo proved to be an excellent photo op for Instagram addicts.

Working with Noise 13 allowed us to consider a rebrand in a year of great transition — new team and new location.  Partnering with a team that knew how to develop and implement our brand was invaluable.

Gwyneth Borden, Golden Gate Restaurant Association

The Outcome


Advertising and marketing for Eat Drink SF felt fresh throughout the lifecycle of the campaign, and the event attracted record-breaking numbers of enthusiastic food lovers from San Francisco and beyond. The design of the space promoted the spirit of discovery, quality, and innovation inherent in the experience. As the team looks forward to next year, the brand’s clever and bold voice continues to attract the next generation of Bay Area foodies.

We are passionate about San Francisco’s culinary scene, and Eat Drink SF encapsulates everything we love: great bites and sips, face time with celebrated chefs, and support for local businesses. We’re already hungry for next year’s epic event!

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