Peacock Lounge
Brand Identity
Peacock Lounge is a rooftop bar concept for The Other House's Covent Garden location. The identity was designed to sit naturally alongside the existing Owl & Monkey bar, carrying forward The Other House's established visual language while giving the new venue a character of its own. Rather than illustrating a peacock directly, the logo uses the letterforms themselves to suggest the shape and movement of the bird, keeping the identity understated and in line with the wider brand.
Client
The Other House
Role
Brand Designer
Year
2025
Deliverable
Logo Design
Project
Peacock Lounge
Logo Design
The identity retains The Other House's existing typography and visual character, allowing Peacock Lounge to feel connected to the parent brand from the outset. Its individuality comes through the custom treatment of the letterforms rather than introducing a completely separate visual system.
The identity retains The Other House's existing typography and visual character, allowing Peacock Lounge to feel connected to the parent brand from the outset. Its individuality comes through the custom treatment of the letterforms rather than introducing a completely separate visual system.
The Idea
The ‘P’ forms the peacock's head and curved neck, with three small geometric feathers creating the crown. That movement continues across the wordmark into the extended ‘L’, creating a second sweeping form that balances the composition. The result hints at the bird without turning the logo into an illustration.
The ‘P’ forms the peacock's head and curved neck, with three small geometric feathers creating the crown. That movement continues across the wordmark into the extended ‘L’, creating a second sweeping form that balances the composition. The result hints at the bird without turning the logo into an illustration.
Creative Process -
Creative Process -
Challenge
Challenge
Create an identity for a new venue that has its own personality while still feeling unmistakably part of The Other House. The logo needed to sit alongside an established brand rather than compete with it, while introducing the peacock as a recognisable idea without relying on an obvious bird illustration.
Create an identity for a new venue that has its own personality while still feeling unmistakably part of The Other House. The logo needed to sit alongside an established brand rather than compete with it, while introducing the peacock as a recognisable idea without relying on an obvious bird illustration.
Approach
Approach
I started with The Other House's existing visual language, retaining its typography and restrained approach to identity. Instead of introducing a separate icon, I worked directly with the letterforms to find the peacock within the name itself. The ‘P’ became the bird's head and neck, finished with a minimal three-feather crown. The extended ‘L’ carries a similar curve on the opposite side of the wordmark, creating balance and giving the identity its distinctive silhouette. Keeping those details within the typography allowed the concept to feel new without moving too far away from the parent brand.
I started with The Other House's existing visual language, retaining its typography and restrained approach to identity. Instead of introducing a separate icon, I worked directly with the letterforms to find the peacock within the name itself. The ‘P’ became the bird's head and neck, finished with a minimal three-feather crown. The extended ‘L’ carries a similar curve on the opposite side of the wordmark, creating balance and giving the identity its distinctive silhouette. Keeping those details within the typography allowed the concept to feel new without moving too far away from the parent brand.
Outcome
Outcome
The final identity gives Peacock Lounge its own recognisable mark while remaining visually connected to The Other House. The peacock reference is present without dominating the design, allowing the logo to feel appropriate for a more refined rooftop setting.
The final identity gives Peacock Lounge its own recognisable mark while remaining visually connected to The Other House. The peacock reference is present without dominating the design, allowing the logo to feel appropriate for a more refined rooftop setting.
Peacock Lounge
Brand Identity
Peacock Lounge is a rooftop bar concept for The Other House's Covent Garden location. The identity was designed to sit naturally alongside the existing Owl & Monkey bar, carrying forward The Other House's established visual language while giving the new venue a character of its own. Rather than illustrating a peacock directly, the logo uses the letterforms themselves to suggest the shape and movement of the bird, keeping the identity understated and in line with the wider brand.
Client
The Other House
Role
Brand Designer
Year
2025
Deliverable
Logo Design
Project
Peacock Lounge
Logo Design
The identity retains The Other House's existing typography and visual character, allowing Peacock Lounge to feel connected to the parent brand from the outset. Its individuality comes through the custom treatment of the letterforms rather than introducing a completely separate visual system.
The Idea
The ‘P’ forms the peacock's head and curved neck, with three small geometric feathers creating the crown. That movement continues across the wordmark into the extended ‘L’, creating a second sweeping form that balances the composition. The result hints at the bird without turning the logo into an illustration.
Creative Process -
Challenge
Create an identity for a new venue that has its own personality while still feeling unmistakably part of The Other House. The logo needed to sit alongside an established brand rather than compete with it, while introducing the peacock as a recognisable idea without relying on an obvious bird illustration.
Approach
I started with The Other House's existing visual language, retaining its typography and restrained approach to identity. Instead of introducing a separate icon, I worked directly with the letterforms to find the peacock within the name itself. The ‘P’ became the bird's head and neck, finished with a minimal three-feather crown. The extended ‘L’ carries a similar curve on the opposite side of the wordmark, creating balance and giving the identity its distinctive silhouette. Keeping those details within the typography allowed the concept to feel new without moving too far away from the parent brand.
Outcome
The final identity gives Peacock Lounge its own recognisable mark while remaining visually connected to The Other House. The peacock reference is present without dominating the design, allowing the logo to feel appropriate for a more refined rooftop setting.