E11even
A high-energy restaurant by MLSE, shaped through branding that reflects rhythm, identity, and place.
Project Overview
Our agency was engaged by Maple Leaf Sports & Entertainment to rebrand E11even, a premium restaurant steps from Toronto’s Scotiabank Arena. Though already well-loved, the brand lacked clarity and distinction. The goal was to elevate the experience by bringing meaning to the name, sharpening the identity, and building a brand strong enough to hold its own in the city’s vibrant culinary scene.
The name E11even already held meaning. Eleven points on the maple leaf. Eleven sides on the loonie. 11:00, forever frozen on Canadian currency. A tribute to people and place. And with MLSE’s ownership of the Toronto Raptors and the Toronto Maple Leafs, highlighting E11even within the portfolio felt natural—a celebration of Canada and the shared rituals that bring people together.
It was important to tell that story with confidence, without leaning on cliché. The tone became conversational and modern—rooted in current culture, not in nostalgia. Visually, the brand embraced high contrast, unexpected colour, and striking minimalism through sharp type and bold structure.
Not just a restaurant—E11even brings together city energy, good food, and better company.
Unlike most restaurants, E11even had an extraordinary advantage: access to MLSE’s expansive media network. From courtside signage to concourse screens, the opportunity to build recognition through motion graphics and out-of-home placements was unmatched. We embraced it with a motion campaign—tied together with tightly curated art direction that stood out in motion and print.
This rebrand brought definition to a name, presence to a space, and purpose to every touchpoint—from the smallest coaster to the largest arena screen. The system was built without compromise, knowing it would be carried forward, evolved, and kept alive in the capable hands of MLSE’s in-house creative team.
E11even is a restaurant brand with the scale of a franchise and the soul of something local. A brand that knows exactly who it is, and where it’s going.