Bonefish Grill - Rebrand
A conceptual exploration for the rebranding of Bonefish Grill, examining appetite and desire as the emotional territory from which a new brand identity could emerge.
CHALLENGE
To move beyond the familiar visual language of casual seafood dining and identify a more visceral idea capable of giving the brand a distinctive point of view.
PROCESS
The investigation centered on the relationship between pursuit, appetite, and satisfaction, distilled into the provocation “Chase It / Kill It / Eat It.” Rather than beginning with graphics or décor, the work used this idea to define the emotional territory of the brand before determining how it might manifest physically and visually.
OUTCOME
A conceptual framework that repositioned the conversation around Bonefish Grill from seafood imagery toward something more fundamental: desire, pursuit, and appetite.