The Il Gattopardo concept was inspired by its namesake book, film and the equally classic, La Dolce Vita. To create a place that captures freedom, aspiration and unification, against a backdrop of indulgence and elegance, the brand fuses Italy’s rich heritage with a London way of life.

While paying respect to the classic Italian dining that has stood the test of time, the brand needed to blend timeless with contemporary. Elegant yet energetic, sophisticated yet sexy, Il Gattopardo doesn’t fit in just one box.

The leopard is powerful and mysterious, but nimble and playful. Sound familiar? It is the perfect personification of the restaurant and exactly why we put it at the heart of the identity. The logo elegantly blends these qualities through sharp angles and smooth, flowing curves to form a creature that exudes both power and poise, while still maintaining a dynamic spirit.

Launching a new brand meant the site needed to be as functional as engaging, with the purpose of driving interest (and bookings). On the surface it’s simple, and easy to navigate, but surprise moments of playful interactions are hidden throughout, bringing the content to life.

We also pounced (sorry) on the opportunity to build a relationship between the brand identity and the physical space by elevating the parallels between traditional Italian terrazzo stonework and the leopard's spots.

For the leopard, we sketched experiments in both personality and style; energetic, intimate, innovative. Eventually we struck upon an illustration style that lends itself well to expressions of flair and occasional play across brand collateral and all the tactile touchpoints found in dining.