Bringing Cajun flavor and Creole cooking to Manhattan, The Boil wanted to update their brand identity to depict their food’s playfulness, spiciness and boldness. The Boil was about to open a new flagship location, so they took the opportunity to match the space’s interiors with a newly defined visual identity, menus, takeout containers, and overall messaging that resonated with their mission in a more authentic way.
Inspired not only by the food, but by the chef and operators behind the scenes, we defined a bold, interactive irreverent style with chunky text, tattoo style illustrations, and playful messaging to draw the customer in, and let them know it’s good to get messy.
Project developed at Craft & Root.
Project Objective
- Brand Repositioning
- Brand Operations
Services
- Visual Identity
- Physical Brand Touchpoints
Project Outcomes
- Established a Brand for Cultural Resonance
- Optimizing Operations
The outcome was updated collateral across properties that matched the chefs original vision and the new space’s style.
Highly photographable packaging that helped in guerrilla marketing, and with LED signage of fingers tattooed with the words “no forks necessary” holding a crawfish, people saw a clear vision, and came back not only for the bold food, but for the irreverent experience.
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