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

Logo for Twelve restaurant in Maine, created as part of their brand identity by Colt
Brand photography for Twelve restaurant taken as part of their brand identity by Colt

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.

Interior photography for Twelve restaurant, taken as part of their brand identity by Colt
Business cards for Twelve, Maine. Part of the suite of collateral created featuring the new brand identity
Coasters for Twelve, Maine. Part of the suite of collateral created featuring the new brand identity
Stationery for Twelve, Maine. Part of the suite of collateral created featuring the new brand identity
Exterior of Twelve restaurant featuring the original painted signage in Portland, Maine
Exterior signage for Twelve, Maine. Part of the suite of collateral created featuring the new brand identity
Menu folders for Twelve, Maine, featuring an embossed brand asset
Menu typesetting and design showcasing the new brand identity
Interior photography of Twelve restaurant taken as part of the new brand identity
Twelve restaurant patio menu and red pencil, designed to represent the outdoor offer for the brand

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.