Il Pampero

Harilela Group

The Hari hotel offers guests with a luxurious and intimate experience right in the heart of Belgravia, West London. Our vision for the hotel is one that transcends generations, which is reflected in its traditional yet quirky brand identity. As part of the branding for The Hari, we were asked to create a distinct visual identity for the Italian fine dining restaurant that will feature traditional cooking with a contemporary flair.

Interior Design by Tara Bernerd & Partners

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The challenge

Set to open in the space that was occupied by the restaurant of the former hotel, it was vital that Il Pampero expressed a distinct personality that would not be overshadowed by its predecessors. At the same time, we were faced with the challenge of removing the formality associated with hotel restaurants in order to encourage guests to venture into the establishment.

Our Approach

We envisioned a brand that would complement The Hari, and preserved the gold accents from the visual identity of the hotel to construct a visual link between the two. By interpreting components of the new restaurant’s interior into our concept, we found a delicate balance between tradition and modernity.

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The signature deep blue hue of the The Hari was replaced with a dark green for Il Pampero, creating a cozy and comfortable environment for guests. The beautifully lit central bar uses white marble and brass elements that catches the eye of onlookers and guests checking in. These details were incorporated into our design for the restaurant’s collateral.

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To bring a sense of familiarity and spontaneity to the brand, we experimented with various styles of handwriting for Il Pampero’s logo.

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A combination of the gold lettering and buttery leather of the collateral adds to the classic, cultured atmosphere of the restaurant.