The Twelve

Client: The Twelve

Concept Brand
Concept, Naming Structure, Brand Identity, Art Direction

The Twelve is a fine dining concept introducing Gogi Gui (Korean barbecue) to the heart of Mayfair, London. The client sought to infuse the space with personality and excitement through the brand execution, while still maintaining a refined, high-end aesthetic.

The interior design concept was refined but ultimately too restrained, failing to capture the energy of cooking over fire at the table or the bold flavours central to the cuisine.

I set out to elevate the brand identity with confident injections of vibrant colour, grounded in Korean art and cultural references. I commissioned and directed the creation of a bespoke illustration suite inspired by the animals of the zodiac, introducing a sense of playfulness and character. This approach brought the identity to life and aligned seamlessly with the immersive, experiential nature of Gogi Gui dining.