Boil Boss
Brand strategy, narrative development & identity direction
Context
Boil Boss was already doing well as a business, but the brand felt confused and inconsistent. I initially connected with the founder online, and it became clear they weren’t looking for just design — they wanted clarity and direction on how to show up. They had all the ingredients of a strong brand, but it wasn’t coming through externally.
The Challenge
The brand was being positioned around the product — a patented boil device — rather than the world it sat within.
Strong internal identity, weak external expression
Brand felt disjointed and unclear
Over-reliance on selling the product
No clear positioning beyond function
It felt like they knew who they were, but the brand wasn’t reflecting it.
What I Saw Early
My instinct was that this wasn’t a product company in the way they were presenting it.
They had deep ties to seafood culture — access to fishermen, recipes, community, and a genuine connection to Southern boil traditions.
But they were marketing themselves as a piece of equipment.
I disagreed with that direction. It felt limiting, and it undersold what made them valuable.
Discovery
I focused on understanding the culture around the product, not just the product itself.
Ongoing conversations with the founders
Interviews with people local to Louisiana
Research into behaviours, traditions, and community dynamics
Competitor analysis
The more I looked into it, the clearer it became:
this wasn’t about cooking — it was about what cooking represented.
Insight
They weren’t lacking identity — they were misrepresenting it.
The product was part of the story, but not the centre of it.
What actually mattered was the role seafood boils play in bringing people together — something they were already close to, but not fully owning.
Strategy
The decision was to reposition Boil Boss away from being product-led and towards something rooted in culture and experience.
Not ignoring the product — but putting it in the right place.
This meant:
Framing the brand around seafood culture, not just the device
Leaning into their connection to people, place, and tradition
Moving away from constant product-selling as the primary message
The goal was to create a brand that felt less restrictive and more representative of who they actually were.
Execution
The strategy translated into a clearer, more flexible direction:
A narrative built around community, food, and shared experience
A more natural, human tone of voice
Content that balanced product with culture (recipes, people, moments)
A brand structure that allowed for growth beyond a single product
Outcome
The biggest shift was internal clarity.
They saw themselves differently
It changed how they showed up across social and in-person
It unlocked new ideas and directions
The brand felt more aligned and less forced