Situation:

The world doesn't need yet another wing joint. It really doesn't. 

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In Summer 2025, a PE investment group came to us with the idea of starting a new wing joint... but this one was going to be a bit different. Rather than opening up a 'brick and mortar' location, their concept focused on disrupting the to-go category by leveraging Uber-Eats' newest Ghost Kitchen concept. 

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They had a name - Boneyard Wings... an idea... and an operational plan. That's where it started, and that's all we needed to create a brand that would literally toss the market and re-imagine late night eating. 

 

Approach:

We began with our PROVOCATION Workshop - defining a distinct Brand Strategy. This was going to be a brand that shouldn't be for the faint of hear... either food wise or brand wise. This should ruffle some feathers. 

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We defined our audience as the "filthy animals. The late-night, wipe your hands on your sleeves, burn your mouth while you text your crew, getting wild with your crew till you pass out kind of eaters that carninverously feed. 

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Brand Strategy:

Go Clucking Wild.

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Identity: 

The brand needed a look a visual and verbal identity that was as 'clucking' wild as our filthy animals. We leaned into the shadowy night-time rituals that our crew would connect with. Photography, logos, colors, manifestos and essence that was born of the night.  

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Our marketing campaign started late night - when we opened up... and connected through social media, OOH, influencers, events, and partnerships with late night hangs. 

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If you're hungry... hit the order - https://www.boneyardboston.com

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