Foxtail Brewing Company
Foxtail Brewing Company is a small town craft brewery located in Northern Illinois. Featuring many loved seasonal favorites, the foxtail brewery has become a local favorite that has seen traffic increase over recent years.
As Foxtail brewing looks to scale and reach to a wider community, they reached out to Blue Ox Design to develop a brand identity that matches the quality, service and experience they are providing. As they look to grow their online awareness and orders it was important to provide a refined marketing strategy and a plan to increase their digital footprint.
Industry
Food + Beverage
Services Provided
Stylescape
Brand Identity / Logo
Marketing Strategy
Social Media Strategy
Promotional Merch
PHASE 1 /
DISCOVERY + RESEARCH
As we prepared for this rebranding project it was crucial we embraced the history of Mill City Grill within the local community. Using this as a start point we were able to shape a strategy to meet their current and future goals. Mill City Grills openness allowed us the opportunity to create a foundation that will drive the next 20 years
Culture.
Innovative
Experience
Locally Sourced
Welcoming
Target.
Craft beer Lovers
drinks beer 3+ /week
25-50 Years
Tours Breweries
Voice.
informative
Social
Explore
Passionate
Impact.
Moments
Brand Trust
Limited quantity
High Quality
X-Factor.
Quality Service
Community First
Fair Pricing
Seasonal flavors
PHASE 2 /
BRAND IDENTITY & LOGO CREATION
PHASE 3 /
DESIGN & DEVELOP
THE REBRAND
With this rebrand it was important to create a visual identity that provided a nod to the traditions and heritage of the the past generations but still embraced the current generation and those to come.
SOCIAL MEDIA
Our goal for social media was to increase Mill City Grills engagement. Engagement starts with conversation and awareness so we first used Facebook to reach the local community and linked promotions to other social platforms.
MARKETING STRATEGY
The district that Mill City Grill is located in is very well known for its local Farmers Markets. This provided us with a new pillar to bring awareness and put the Mill City Grill in front of the local community and the surrounding areas.
ADDITIONAL INCOME FUNNELS
Using the newly established pillars of the Mill City BBQ (Catering, Famers Markets, Take-out) we have been able to provide additional income opportunities by also providing take-home a variety of BBQ/Marinade sauces and apparel.
PHASE 4 /
PROJECT CLOSEOUT
This has been our largest rebranding project to date; we were able to provide an exciting mix of strategy and creative storytelling through the new brand identity and marketing deliverables. Mill City BBQ is run by a passionate family, who have everything it takes to be successful; Blue Ox Design is excited to support Mill City BBQ through continued Social Media Strategy and Content Creation.
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