THE PEACOCK ROOM IS A MOODY, MAXIMALIST ESCAPE. PART COCKTAIL LOUNGE, PART WELL-KEPT SECRET. TUCKED INSIDE A LARGER BAR, IT WAS BUILT TO FEEL LIKE STEPPING INTO ANOTHER WORLD: RICH WITH JEWEL TONES, OBNOXIOUS AND KITSCHY PERSONALITY, AND JUST THE RIGHT AMOUNT OF WEIRD. THIS HOSPITALITY BRANDING PROJECT CAPTURES THE UNIQUE SPIRIT OF A NIGHTLIFE SPOT WHERE ELEGANCE GETS A LITTLE WILD, AND EVERY NIGHT FEELS LIKE A DISCOVERY.
The Challenge
Branding The Peacock Room came with a unique challenge: creating a distinct identity for a space tucked inside a larger establishment. It needed to feel separate but connected, with its own personality that was elegant and just a little left of center. The vision was clear—this was no ordinary lounge. The Peacock Room was eccentric, kitschy, and elegantly obnoxious, demanding a brand that could capture its bold charm without feeling forced. It had to walk the line between refined and rebellious, inviting guests into a space that felt like a hidden world waiting to be uncovered.
The Approach
My approach to branding The Peacock Room was all about balancing elegance with eccentricity. The brand mark needed to represent a peacock, but I wanted to avoid the obvious. I chose a subtle silhouette of a peacock’s head to suggest the idea without being literal, capturing the bold yet refined personality of the space. To pair with that, I created a custom wordmark that felt loose, playful, and intentionally offbeat—something that stood out without overpowering the mark. The color palette followed the same logic. Instead of pulling straight from a peacock’s feathers, I chose a vibrant teal and lime green. The contrast between them feels fresh and unexpected, aligning perfectly with the quirky, confident energy of The Peacock Room.
The Slogan
The Peacock Room is classy and elegant, in its own way, but it definitely enjoys being playful and not taking itself too seriously. In fact, it likes to “ruffle some feathers.” This laid-back slogan fits the brand and its clientele perfectly. To represent its quirkier, more obnoxious side, I introduced the squawking peacock to accompany the slogan which is predominately used in marketing materials.
