Work
Studio
Contact
Work
Studio
Contact
Brand identity for Twelve Weight, a fly fishing apparel company, shown in use on the water

Outdoor & Recreation - Consumer Goods

Twelve Weight

Brand identity, website design, and campaign for Twelve Weight, a fly fishing apparel company built around simplicity, performance, and long days on the water.

Twelve Weight is a fly fishing brand built around simplicity, performance, and long days outside. The product line is intentionally narrow; focused on sun protection and essential gear. Everything serves a purpose. Nothing is added without reason. We partnered with the team over several years to shape the brand across identity, digital, and content - building from an early product foundation into a system that could grow without adding noise.

Services

Brand Strategy

Brand Identity

E-Commerce

Content Production

Campaign

Art Direction

Packaging

Outdoor & Recreation - Consumer Goods

Twelve Weight

Brand identity, website design, and campaign for Twelve Weight, a fly fishing apparel company built around simplicity, performance, and long days on the water.

Twelve Weight is a fly fishing brand built around simplicity, performance, and long days outside. The product line is intentionally narrow; focused on sun protection and essential gear. Everything serves a purpose. Nothing is added without reason. We partnered with the team over several years to shape the brand across identity, digital, and content - building from an early product foundation into a system that could grow without adding noise.

Services

Brand Strategy

Brand Identity

E-Commerce

Content Production

Campaign

Art Direction

Packaging

A Clear Product Point of View

The category tends to split in two directions: heritage-driven brands, or modern brands leaning heavily into lifestyle. Twelve Weight avoids both. Influenced by a background in product development at Patagonia, the brand is built on clarity, function, and durability. Decisions are made at the product level first; fit, fabric, protection - and carried consistently through everything that surrounds it. Nothing exists to signal a lifestyle. It exists because it’s needed.

Brand identity for Twelve Weight shown in use while fly fishing in open water

Grounded in Real Conditions

The work is shaped by place; rivers, coastline, shifting weather, and long stretches of time outside. Gear is used in cold mornings, high sun, wind, and changing water conditions. It needs to perform without adjustment or second thought. That reality carries through the brand. Not through heavy storytelling, but through consistency in how the product is shown; worn, used, and exposed to the conditions it’s built for.

Twelve Weight shirt worn while moving through water on a boat in natural conditions

Brand Identity System

The identity follows the same approach as the product: minimal, structured, and built to hold over time. Typography, layout, and color are used with restraint. Variation is limited intentionally, allowing product and content to carry differentiation. The system extends across apparel, e-commerce, and content; flexible enough to scale, but consistent enough to remain recognizable without constant redesign.

Twelve Weight brand identity system featuring logo variations and mark design
Twelve Weight brand identity system featuring logo variations and mark design
Twelve Weight brand identity system featuring logo variations and mark design

Content and Campaign Production

We developed a series of brand films documenting fly fishing across Maine. The work is observational; quiet, patient, and shaped by real conditions. Early light, long waits, missed casts, shifting weather. Nothing is staged beyond what’s necessary. Timing, environment, and repetition define the outcome. The result doesn’t present an idealized version of fishing- it reflects the actual experience of being there. These films became a core part of the brand, grounding everything else in something real.

E-commerce and Customer Engagement

We translated the brand into a more usable e-commerce experience, simplifying product pages, navigation, and checkout to reduce friction. In parallel, we established a consistent approach to email and newsletter design; creating a direct and reliable line of communication with customers. Through our work, we were able to double annual revenue, driven by clearer product presentation and more consistent engagement.

Consumer Goods

Next Project:

Foraged Market Brand Campaign ›

Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

5:50:22 PM

52 Center Street
Portland, Maine
Work
Studio
Contact
Instagram
LinkedIn

Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

5:50:22 PM

52 Center Street
Portland, Maine
Work
Studio
Contact
Instagram
LinkedIn

Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

5:50:22 PM

52 Center Street
Portland, Maine