San Francisco’s Palm House restaurant and bar in Cow Hollow sits at the base of the oldest palm tree in the city. Opened in 2014, its menu is a collection of classic and contemporary twists on tropical cuisine and cocktails inspired by “anywhere a palm tree grows.” That sense of escape—equal parts neighborhood hangout and sunlit getaway—became the foundation for Palm House’s refreshed brand identity.

The original branding leaned historic and Victorian-inspired, but the target clientele—young professionals living nearby—wanted something fresher, bolder, and more transportive. Over time, the brand began to drift: design elements felt contrived, and a mishmash of styles emerged as staff attempted to pivot the look and feel without a full refresh. The space no longer matched the experience of the food and drink, and Palm House was ready to build a cohesive customer experience with a clearer point of view.

Outerlands led the rebrand from the logo up, creating a bright, tropical-inspired visual identity designed to draw in locals while making the concept instantly recognizable. A flexible graphic system was developed to unify menus, signage, print collateral, and digital touchpoints, ensuring consistency from first impression through the on-site experience. To bring the “anywhere a palm tree grows” idea to life, we created a series of collage-style illustrations pairing iconic San Francisco landmarks with imagery from tropical destinations around the world—capturing the brand’s playful energy while staying rooted in place.

The result is a vibrant hospitality identity that feels modern, cohesive, and unmistakably Palm House: San Francisco’s staycation destination.