Twelve, Maine

Twelve is a modern neo-bistro on Portland’s revitalised waterfront, offering French-inspired cuisine rooted in Maine’s local ingredients. Helmed by acclaimed chefs Colin Wyatt and Georgia Macon, the restaurant blends fine dining quality with a relaxed, approachable atmosphere. With an existing brand in place, our brief was to refresh the identity, creating a cohesive visual and verbal language that reflects Twelve’s quiet confidence and growing reputation in the state. The goal was to convey simple luxury without pretension, highlighting the restaurant’s seasonal, ingredient-driven cuisine, chef’s counter experience, and status as Portland’s premier dining destination.

RESTAURANT BRAND IDENTITY
BRAND GUIDELINES
DESIGN FOR PRINT

The existing brand identity set the foundation for what was to come. This was very much a case of evolution over revolution, as we carefully examined each element to identify opportunities for refinement. The original wordmark, set in a common extended serif, was reimagined: while maintaining a similar footprint, we developed a more distinctive version that subtly references a ‘preppy’ New England aesthetic. The brand symbol was also refreshed to feel lighter and more elegant, with an additional option now available to represent the patio experience while our colour palette draws inspiration from Maine’s landscape and natural beauty.

The resulting brand quietly embodies a venue that consistently delivers excellence. Drawing inspiration from the landscape of Maine, one key brand asset takes the form of an emboss featuring natural shapes that evoke both sea and land, adding a tactile, sensory dimension to printed materials. Menus and other collateral are set in type styles that subtly reference a preppy New England aesthetic, inspired by vintage Ralph Lauren labels and advertising. Together, these elements create a cohesive visual language that balances sophistication and approachability, reflecting Twelve’s dedication to thoughtful design, seasonal cuisine, and a refined yet unpretentious dining experience.