Design Challenge and Design Ideas

An icon of fashion and opulence, Waldorf Astoria is one of the world’s most prestigious and world renowned hotel brands and, today, Peacock Alley bar sits at the centre of each one.

Founded as a symbol of elegance in New York City’s high society, Peacock Alley has always been a place where culture and luxury intersect, and today projects this positioning across its 38 hotels worldwide. The challenge for the rebrand was to reflect both the timeless sophistication of Peacock Alley’s origins and its relevance in today’s global hospitality market. By incorporating elements such as a peacock feather motif and an homage to the New York location’s famous clock, as well as a sophisticated colour palette, the rebrand sought to evoke a sense of arrival and exclusivity. This reimagined identity encapsulates the enduring allure of Peacock Alley, ensuring it remains a hallmark of luxury and elegance for generations to come.

How the brief was fulfilled

The rebrand of Peacock Alley for Waldorf Astoria seamlessly integrates its storied heritage at the heart of the Waldorf Astoria experience with a modern, luxurious aesthetic. Central to the design is the unique monogram and core circular icon, inspired by a peacock’s feathers and the grand Peacock Clock, a historic centrepiece in the original New York location. This iconography is both elegant and versatile, with lines radiating from the centre like a peacock’s plumage, and is used across various brand elements to ensure a cohesive visual language.

The visual identity is further enhanced by a refined colour palette of an exclusive gold foil finish, deep blues, and a custom pattern inspired by peacock feathers. This palette not only evokes a sense of layered luxury but also reflects the timeless elegance associated with Peacock Alley. Each letter in the brand name features an ‘alley’ running through it, creating a distinct stencilled effect, with the letter ‘O’ symbolizing Peacock Alley as a central gathering space within Waldorf Astoria properties.

Illustrations of classic cocktails and drinks, rendered in a fine line style, add a contemporary yet timeless touch to the brand. These illustrations encourage guests to experience a taste of New York City, no matter where they are in the world. The brand’s bespoke pattern, developed through a unique printmaking process, mirrors the fan of a peacock’s plumage and is available in both an ‘Urban’ and ‘Resort’ colorway, making it adaptable to different locations.

Key features of the roll out include gold foil finishes and a gold ice stamp that elevates the cocktail experience with the brand’s iconography. Additionally, the packaging design, from delicate pastry boxes to luxurious cocktail trays, incorporates decorative marks and rich ribbons, enhancing the sense of opulence and attention to detail. This packaging is designed to create a memorable unboxing experience, reflecting the sophistication and heritage of Peacock Alley. Every touchpoint, from the design of the cocktail trays to the diecut stencils for dusting cocktails with gold, reinforces the brand’s commitment to luxury and a seamless blend of history and contemporary style.