Originally a tap-only beer, Boneyard’s RPM IPA had built a cult following in Bend, Oregon. But when the pandemic hit, the brewery had to pivot fast — canning its #1 pub favorite and rushing it into retail without a clear strategy. We saw the opportunity immediately: RPM was more than a local favorite. It was retail-ready.

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Instead of leaning harder into the expected black-and-white skull aesthetic, we shifted the brand toward the thing that made RPM unmistakable: speed. We built the campaign around the tachometer — because it’s RPM after all — and injected the Boneyard logo’s signature red to create a bold new visual system anchored by the line: “Let It Be Known.”