Il Pavone

Who are they? Il Pavone is an Italian Restaurant in the upmarket Princes Square Shopping Centre in Glasgow’s Buchanan Street, one of the most vibrant and sophisticated shopping locations in the UK outside London. Offering traditional and contemporary Italian cuisine, Il Pavone prides itself on the quality of its food and the standard of friendly service.

It is from the spectacular sculpture above the entrance to Princes Square that the restaurant’s owners took the peacock in name and spirit, drawing on the elegance and splendour of the bird, the warmth and hospitality of their family and the passion and flair of Italians everywhere.

What are the main ingredients in the brief?

One of the first Italian restaurants to open in Glasgow, Il Pavone is forever true to its heritage but also aware that it has to retain a distinct identity among the city’s many, many excellent Italian restaurants.

Darwin and the client discerned that Il Pavone’s brand values include first class quality in every detail, and singular expertise in providing a taste of luxury in prestigious but relaxed surroundings. Darwin had to convey all of this in one attractive, relevant, memorable logotype.

The ‘O’ in the typography provided the ideal opportunity for Darwin to spread its wings and solve the problem in style. The grace of the original illustration is complemented by a classic, dark, rich green blending to a Mediterranean olive green, with just the slightest touch of red in the tail, representing Italian colours without being brash. Buon appetite!

“Working with Darwin Brand Consultants on the development of our brand strategy – including our positioning in a very competitive market – ensures we keep our branding and marketing fresh and alive. We enjoy working with Darwin, who have the ability to creatively deliver time and time again.”