Technoir Never Tasted So Good.

Perched five floors above San Francisco's SOMA district, at the world's epicenter for technology companies, Dirty Habit is an intimate hideaway for those seeking an inventive and sociable drinking and dining atmosphere. The bar-centric concept plays host to shareable, seasonal cuisine and a creative craft cocktail menu. Whether in the dramatic film noir-inspired dining room or fully heated outdoor patio, revel in your new Dirty Habit.

Trendsetting, Past and Present

The noir-esque identity creates a connection between the city's mysterious past and trendsetting present, lending itself to symbology that extends from the linear type treatment. It's the first cue in the brand's edgy connection to the city's colorful past.

All the Dirty Details

FINE was deeply involved in each and every component of the Dirty Habit name and overall brand attitude. From the restaurant’s logo and exterior signage to the menus and staff uniforms. Creation spanned across design and selection of unique barware; new and vintage coasters; drink tokens and feather pens and, of course business cards, print collateral, website landing page, and even a guiding document, intriguingly titled “Dirty Habit Spirit Bible."

The Lure of Signage

With its 5th floor location, a speakeasy-styled sign at street level hits the right balance of mystery and allure to attract customers attention upward.

A Tech Audience Statement

A must for the tech elite, Dirty Habit's handcrafted website sheds some light on their approach while leaving a little of the visual mystery. It's fully responsive, suited to a crowd that's embedded in their phones, and features press from publications as varied as Thrillist and Conde Nast.

Launch Site