The Porthole Restaurant Branding & Design
Murphy Empire partnered with The Porthole Restaurant, Custom House Wharf, Portland, Maine, to refresh their visual identity across print, digital, and environmental graphics. We developed a comprehensive brand system that includes the logo/marks, a full menu design, the iconic 96” x 60” hand-painted lobster sign (originally created in 2002 by Ken Murphy), and coordinated interior/exterior signage — giving The Porthole a cohesive look that honors its waterfront heritage and dynamic hospitality experience.
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Brand Identity & Creative Direction
Our creative direction focused on capturing the timeless character of The Porthole — a landmark seafood destination on Portland’s working waterfront. We created a cohesive visual identity system that balances heritage and modernity, ensuring the brand remains authentic while ready for future touchpoints across print and digital.
Logo Design & Visual Language
We crafted a refined logo and supporting mark set that reflects The Porthole’s maritime roots and welcoming personality. The visual language includes a hand-painted aesthetic nod to the iconic lobster sign, a tailored color palette, and handmade typography that works seamlessly across menus, signage, and online.
Menu, Signage & Application
The new identity was applied across both print and environmental media: menus, wayfinding and exterior signage, and the historic hand-painted lobster sign itself. Each application was designed to reinforce brand recognition, readability, and the unique character of The Porthole’s waterfront location.
Deliverables
Brand Strategy & Visual Identity System
Logo & Supporting Mark Set
Menu Design (Print & Digital)
Interior & Exterior Signage (including historic hand-painted lobster sign)