INTRODUCTION
This deck should act as a guide to inform the design and creation of Peacock Alley concept touch points to ensure a consistent and recognisable look and feel across all locations.
THE BEGINNINGS
As the story goes, Caroline Schermerhorn Astor built a magnificent ballroom, which could hold about 400 guests, giving rise to the most coveted invitation in all of New York City’s high society. Her nephew and Fifth Avenue neighbor, William Waldorf Astor, felt that if anyone was going to be NYC’s leading lady, it ought to be his wife, not his aunt, so he built the Waldorf, a 13-story hotel that towered his aunt’s mansion.
When rumors started flying that Mrs. Astor might replace her house with an even bigger hotel, the two Astors got together and agreed on a joint hotel, connected by a long, very elegant marble promenade, where New York City’s upper class would flaunt their flowing gowns, pearl necklaces, diamond tiaras, white ties and tails, and Peacock Alley was born.
THE GATEWAY TO LUXURY
From its inception, Peacock Alley has always been at the forefront of culture and the trends that define the times. It was always the place to be, the place to see and be seen. To be amongst people, to share experiences, to share ideas, to share culture and the feel of something new.
As times have changed, cultures have changed, the definition of luxury has changed, but Peacock Alley has endured. A timeless experience that continues to evolve and adapt throughout time and place. Peacock Alley is not just a moment in time, but a feeling of arrival, of being part of something bigger that has endured and will continue on for generations to come.
IDENTITY
Wordmark
Our primary identity has been crafted to reflect the history of Peacock Alley in a modern way. Each letter features an ‘alley’ running through it creating a stenciled effect, expect from the letter ‘O’ – reflective of Peacock Alley being the central meeting place of any Waldorf Astoria.
The identity has also been adapted to create a suite of different naming structures should the need arise.
The primary workmark should not be stretched, skewed or altered in any way.
Wordmark
The primary identity has been created to appear in multiple different colorways to allow for flexible usage across locations.
Both color palettes can be used for the wordmark, as well as a luxury gold foil finish where appropriate.
Monogram
Inspired by a peacock’s plumage, our unique monogram should be used where it is not possible or appropriate to use the wordmark e.g.
Menu Detailing
Small Print
Favicon Stationery
NAMING SYSTEM
Naming Architecture
Our primary identity has been crafted to reflect the history of Peacock Alley in a modern way. Each letter features an ‘alley’ running through it creating a stenciled effect, expect from the letter ‘O’ – reflective of Peacock Alley being the central meeting place of any Waldorf Astoria.
Naming Architecture
TERRACE LOUNGE
Our primary identity has been crafted to reflect the history of Peacock Alley in a modern way. Each letter features an ‘alley’ running through it creating a stenciled effect, expect from the letter ‘O’ – reflective of Peacock Alley being the central meeting place of any Waldorf Astoria.
Peacock Alley
Peacock Bar
Peacock Terrace
Peacock Salon
Peacock Lounge
ILLUSTRATION
Illustration Style
The illustration style for Peacock Alley is inspired by the decorative lines and fine details found throughout Waldorf Astoria. This elevated, fine line illustration style is contemporary yet timeless.
The illustrations are fine in weight and all feature a thin to thick stroke inspired by the identity.
These illustrations should be used to add visual interest to menus and collateral where appropriate. New illustrations should not be created without brand consultation.
PEACOCK PLUMAGE
Origin Inspired
A bespoke illustration style has been created by looking at Peacock Alley’s origins and original features. Inspiration was drawn from iconic elements of Peacock Alley including: The original arches, iconic Waldorf Astoria clock and a peacock’s plumage. These elements have been interpreted in a modern style with a nod to the decorative details and fine lines found throughout Waldorf Astoria.
PEACOCK PLUMAGE
WALDORF ASTORIA CLOCK
PEACOCK ALLEY ARCHES
Cocktails
A set of classic cocktails and drinks illustrations have been designed in the same style to create consistency across the brand and to encourage guests to enjoy ‘a taste of New York anywhere in the world.’
These illustrations can be used across menus and collateral to add another layer of unique visual interest. They can appear in any of the colors.
New illustrations should not be created without brand consultation.
CHAMPAGNE JULEP
OLD FASHIONED
CLASSIC MARTINEZ
Illustrations
A set of custom illustrations is available as part of the brand pack for use across Peacock Alley collateral.
New illustrations should not be created without brand consultation.
MARTINI
COLOR PALETTE
Dark Palette
The dark palette will be the dominant color palette. It should be used across all urban locations. The palette features a gold foil finish which should be used as a luxury accent across collateral. Please contact your print supplier for more information.
RGB colors should be used for digital.
CMYK colors should be used for print.
Light Palette
This palette has been inspired by the colors of a resort’s surroundings. It should be used for any resort locations. The palette features a gold foil finish which should be used as a luxury accent across collateral. Please contact your print supplier for more information.
RGB colors should be used for digital.
CMYK colors should be used for print.
Pantone Palette
Where required, the following Pantone shades can be used for each color palette.
Dark Pattern
Designed to suggest the flamboyance of a peacock’s plume, this pattern adds a touch of modern flair to the Peacock Alley brand system.
Dark Pattern
The pattern should be used with restraint and within moderation. It is designed to be used as a small accent within the brand, overuse will detract from the luxurious feel that has been created.
Peacock Alley patterns are designed to be printed no bigger than 11 x 11 inch.
The pattern should account for no more than 20% of the design of any given collateral.
TYPOGRAPHY
Typography
Peacock Alley uses three typefaces. Each has a different purpose and contributes to the overall tone of the brand. All typefaces are available as part of the brand pack.
Headline Body Copy Signature
ANTRO VECTRA
Font: Classico URW Regular
Tracking: +10pt
Leading: 120%
Font: Spectral
Tracking: 0
Leading: 120%
H3
Font: Antro Vectra
Tracking: +10pt
Leading: 130%
A taste of New York, anywhere in the world.
Sometimes, a cocktail bar in a landmark hotel really can be as impressive as its setting, and Peacock Alley at Waldorf-Astoria is, happily, one of them.
Our signature collection has been carefully refined since Peacock Alley’s beginings. Featuring a mix of old and new, these cocktails have been served to everyone from Marilyn Monroe to Frank Sinatra. So, sit back and enjoy one (or a few) of our signature serves.
Best wishes,
frank Caifia
Headline Typeface
Classico URW is a modern sans serif typeface which features similar thick to thin characteristics to those found throughout the Peacock Alley brand. Classico should be used for headlines and title copy. It can be used for short statements however if there are more than 3-4 sentences of copy, the body copy typeface should be used. Classico URW is available to download as part of the brand pack.
Aa
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Body Typeface
Spectral is a classic, legible serif body copy typeface that can be used for longer texts. This typeface comes in a diverse range of weights which can be used where necessary, however, for standard bodycopy Spectral Light should be used. Spectral is a universally available typeface which can be downloaded here.
Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Signature Typeface
This script typeface adds an insider’s voice to the brand. It should be used sparingly throughout collateral to add a familiar note or recommendation here and there. It is intended to represent the voice of the Master Bartender. The signature typeface (Antro Vectra) is available to download as part of the brand pack.
The Master's Mark
CONCEPT OVERVIEW
Brand System
IDENTITY
ICONOGRAPHY
COLOR PALETTE
SPECIFICATIONS
This deck should act as a general guide to inform signage and collateral design. Each piece of branded material should however be made in consultation with the appropriate vendor and vendor specifications may vary.
Internal Signage
• Wall mounted or free-standing, polished signage
• Gold, silver or oyster colored dependent on location interiors
• Should be designed in consultation with signage vendor
Signage Summary
Finish: Polished Gold Engraving/Laser Cutting: Custom Wordmark or ‘P’
STANDING SIGNAGE
Stationery
• Gold foil detailing
• Standard C6 Size Envelope
• C6 size branded card for written or printed information
Envelope & Card: Light
Size: Standard C6 / A6 Paper: GF Smith Accent Smooth, Ivory Weight: 120gsm Minimum Finish: Hot Gold Foil
Hot Gold Foil
Envelope & Card: Dark
With Compliments
WALDORF ASTORIA
301 PARK AVENUE, NEW YORK CITY, NY 10022
WALDORF ASTORIA
ENVELOPES CARDS
Menu Covers
• Custom gold foil leather covers
• Concealed gold screw posts for changeable inserts
• Variety of colorways to suit locations
• Identity will change per name as part of overall naming structure.
Design Concept One
Main Menu: 7 inch x 8.5 inch
Afternoon Tea Menu: 7 inch x 8.5 inch
BAR MENU
Bar Menu: 5.5 inch x 15 inch
Dark Palette
BINDING
Design Concept One: Dark Palette
End Pages
• Custom printed fabric menu end pages
• Nylon and polyester blend
• Two colorways to suit locations
End Pages: Design Concept One
Custom printed pattern fabric where possible. Alternatively end papers no less than 270gsm.
7 inch x 8.5 inch
Dark Palette
Specifications
Design Concept One: Dark Palette
Menu Inners
• Concealed gold screw posts for changeable inserts
• Gold foil divider pages standard across locations
• Variety of colorways to suit locations
Sample Menu Inners: Afternoon Tea
AFTERNOON TEA
AFTERNOON TEA
Indulge in an unforgettable afternoon tea journey with an exclusive selection of sweet and savory curated for you.
195
JASMINE TEA TO START THE JOURNEY
Soft cheese & pickled cucumber sandwich warm chicken quiche best paired with organic dragon well-long jing tea
Smoked salmon croissant, truffle & wild mushroom arancini best paired with high mountain oolong tea
Freshly baked scones served with devonshire clotted cream, preserves, lemon curd & strawberry jam best paired with milk oolong tea
Daily selection of tea, cakes & miniature pastries best paired with rooibos vanilla earl grey
Selection of tea & coffee
Charge and 7% Municipality Fee.
Independent Afternoon Tea Menu
Menu inners; differentiated with decorative border for Afternoon Tea
Inclusive of house beverages, tea & coffee
280 PREMIUM AFTERNOON TEA
WALDORF
House gin infused with bronx tea, lemon juice & syrup topped with prosecco
75
BUBBLY AFTERNOON TEA
Inclusive of one glass of champagne on arrival, tea & coffee
315
and 7% Municipality Fee.
Sample Menu Inners: Beverage
Gold foil detailing on dividers only allowing for mass production Inners customizable per location
Standardized dividers across locations; can be added or removed as required Inners customizable per location
Sample Menu Inners: Original Cocktails
THE ORIGINALS
Welcome to Peacock Alley, a timeless bar rooted in New York, but with present expressions in the world's greatest places.
We celebrate heritage cocktails that have been shaken and stirred for decades, part of the language of social life in a bygone era of American culture.
It is a pleasure to re-present these drinks. We call them The Originals, our classics memorialized.
Will Bennedetto
WASHINGTON, DC
Standardized dividers across locations. Note from Master Bartender sits after ‘The Originals’ divider,
Signature pages can be standard across locations
Pages can feature illustration per page or multiple per page based on content
OSCAR OF WALDORF
OSCAR
HEAD BARTENDER
Sample Note from Master Bartender
Signature typeface to give the note a personal feel.
To create a more personal and memorable moment when a guest enters Peacock Alley, the first page after ‘The Originals’ divider of each menu will feature a note from each location’s Master Bartender or Bar Manager.
The note will be standardised as per the example on this page, however the location name and Head Bartender name should be adapted per destination.
A template for the note can be found as part of the brand pack.
‘Peacock Alley’ to be changed according to location name e.g. Peacock Bar, Peacock Terrace etc.
The destination name should also be changed per location.
Main copy does not change.
Welcome to Peacock Alley, a timeless bar rooted in New York, but with present expressions in the world's greatest places.
We celebrate heritage cocktails that have been shaken and stirred for decades, part of the language of social life in a bygone era of American culture.
It is a pleasure to re-present these drinks. We call them The Originals, our classics memorialized.
Signed off by each location’s Head Bartender or Bar Manager. Name to be changed per hotel.
Head Bartender. Destination Name.
HEAD BARTENDER WASHINGTON, DC
MENU DIVIDERS MENU INNERS
Foil on Dividers
Collateral
• Polished gold collateral
• Custom engraving
• Can be adapted to gold, silver or oyster per location
Finish: Gold Tray Engraving: Custom Peacock Alley Monogram
SERVING TRAY
Finish: Gold Presenter Engraving: Custom Peacock Alley Monogram
CHECK PRESENTER
Finish: Gold Weight Engraving: Custom Wordmark or ‘P’
TOP VIEW
x 9mm
WORDMARK
Finish: Linen Design: Custom Peacock Alley Wordmark
Custom Cocktail Napkins
CUSTOM COCKTAIL NAPKIN
Finish: Gold Paper Clip
Feather Paperclip: Option Two
Polished Gold
FEATHER PAPERCLIP
SUPPLIERS
Suggested Suppliers
CHECK PRESENTER
Ferm Living Brass Tray UK & Europe
Ferm Living Brass Tray USA
HAY Alternative Tray Global
SERVING TRAY
Aeirn Pieta Serving Tray
HAY Alternative Serving Tray
PAPER WEIGHT
Gold Paperweight
Gold Feather Paperclip
COCKTAIL NAPKINS
MyDrap Linen Cocktail Napkins
PAPER STOCK
GF Smith Accent Smooth Ivory
GF Smith Colourplan Imperial Blue
Neenah Classic Crest Antique Gray Eggshell
Neenah Classic Crest Recycled Natural White
CUSTOM FABRIC PRINTING
Weft
Spoonflower
SIGNAGE VENDOR
Sign Source
FRANCHISE DISCLAIMER
The materials and information within this guide are being provided by Hilton Domestic Operating Company Inc. (“Hilton”) for informational purposes only, with the understanding that Hilton is, by the provision of these materials, not engaged in the rendering of legal or other professional advice or service. The information is based upon sources believed to be accurate and reliable; and we have exercised reasonable care to assure the accuracy of the information. However, Hilton makes no representation warranty as to such accuracy. These materials were prepared by us for personnel of Hilton’s owned, leased and managed hotels. These materials are made available to franchisees as a resource only. As a franchisee, you retain ultimate control over the policies and procedures that you choose to implement at your hotel regarding the subjects and issues addressed during this meeting, including setting your terms of sale. By providing information and materials, Hilton does not intend to exercise any direction, oversight or control over your policies, procedures, or terms of sale. For all of the above reasons, you should consult your own attorney or other appropriate professional for advice concerning compliance with any legal requirement.
All imagery and photography in this deck is for the purposes of inspiration and demonstration only, it cannot be shared, reproduced or used without license. This deck and its contents are for private internal use only and cannot be made publicly available. All copyright remains the rightful property of respective owners.