Created the Boneyard Wings brand from scratch, defining its strategy, visual identity, voice, and creative system across all customer touchpoints.
Designed and launched a full-scale website integrated with online ordering platforms.
Planned and executed a full-scale brand launch event combining experiential design, influencer activation, and content capture to drive early awareness and momentum.
BONEYARD WINGS
From Concept to Cult-Favorite Launch
Full Brand Strategy · Visual Identity · Merch & Packaging · Experiential Marketing · Influencer Marketing · Paid Media · Social Content · Launch Production
The Challenge
Boneyard Wings was preparing to launch a new food concept in a highly competitive, seasonal market. The owner needed more than a logo; they needed a fully realized brand ecosystem that could:
Stand out in a crowded fast-casual category
Launch quickly and loud
Convert early buzz into real-world traffic and sales
Scale across physical, digital, and experiential touchpoints
The challenge was to take the brand from early-stage concept to public launch fast, cohesively, and without fragmentation.
The Approach
The Boneyard Wings engagement followed a structured, multi-phase approach to bring a new restaurant concept from early discovery through public launch. The work began with in-person discovery and creative direction to define the brand’s vision, tone, and positioning, followed by the development of a complete visual identity system across digital, social, packaging, and in-store applications. As the brand took shape, the project expanded to include menu design, product naming, and merchandise development to ensure a cohesive and consistent customer experience across all touchpoints.
Leading into launch, the team planned and produced a full-scale brand launch event supported by influencer partnerships, lifestyle content creation, and integrated online ordering. Launch execution was reinforced through paid media, content capture, and merchandise activation, and continued post-launch with ongoing social, influencer, and seasonal paid campaigns. Together, these efforts sustained brand awareness beyond opening, established an always-on marketing presence, and positioned Boneyard Wings for continued growth.
