Fox City
In 2020, four locals with a love of craft beer and their community joined together to bring a brewery and restaurant to downtown Forsyth, GA. Beer enthusiast and master brewer Bob Zellner had been brewing beer since 1972 and had a dedicated following of craft beer enthusiasts. As his popularity grew, so did his dream of sharing his beer with as many people as possible. Meanwhile, Bob’s friend, George Emami, was dreaming of creating a place where people could gather in a casual but entertaining setting in Forsyth. With their visions combined, and in partnership with passionate locals, Justin Cox and John Ambrose, Jr., the team founded Fox City Brewing Company, a brewery where locals and visitors can connect with each other over a delicious pint and tasty delectables in the heart of Forsyth, aka Fox City.
The Need
Fox City Brewing approached M&R Marketing about eight months before their grand opening in need of a full suite of marketing services. They knew they needed a logo and website but looked to M&R to provide a holistic marketing strategy to stand the brand up and nail down what they wanted to accomplish, which was brand recognition throughout Forsyth and the Middle Georgia area.
The Solution
M&R developed the brand from the ground up. Starting with in-depth conversations with the Fox City team, we developed a logo and brand guidelines, beer names and flavor profiles, menu descriptions, and a powerful brand story. Once all branding elements were developed, we then created a custom website that is as informative as it is exciting and eye catching.
Our solutions included:
- Logo
- Brand Story
- Flavor Names & Descriptions
- Packaging Design
- Website
- Social Media
- Press Release
- Grand Opening Event Facebook Advertising
- Branded Glassware
- Branded Merchandise
- Photography
Logo Development
M&R’s team started the logo development process by touring the brewery’s space. We gathered inspiration from the building and Forsyth’s downtown area and cascaded it down to our team of designers. Having the established name made it clear we were going to use a fox in the design, we just had to create the perfect fox. From its facial expression to the way it sits, our designers reworked each detail until it was ready for its logo debut.
The Results
In addition to successfully promoting Fox City’s Grand Opening event using various tactics, M&R worked with Fox City to form a voice and style for the brand. We built a compelling website and created their social media pages, which are seeing high engagement and following from the community. With a cohesive brand presence and a dedicated following on social media, they became the destination they wanted to be with the help of M&R.
From Fox City Brewing Company
Our new business venture had a lofty goal… to be the very first Brewery / Restaurant in Forsyth and Monroe County, GA. We knew to pull it off we would have to establish a full and rich brand that was commensurate with companies that were larger than the typical Mom & Pop. In order to ensure that our brand was inspiring, and in order to ensure the message was right, we hired M&R Marketing to manage the whole process.
From crafting the brand and message, to the design process, and then to the tactical grunt work of getting our socials up and running and ordering our custom merch, M&R handled literally everything. They were especially gracious dealing with me: someone who has very high expectations of anyone I hire… all the while also bearing with the changes and challenges that go along with any multiple-owner startup (we have 4 total partners – EEK!). The end product has been incredible. The website, in my opinion, is world-class; delivering images and content to fuel our social media for years while providing us instant credibility as a regional brewing facility. The social media build-outs have been amazing.
M&R has earned one of the strongest endorsements I can remember giving. If you are either starting up a new company or simply need to refresh or re-invent your brand, do yourself a favor and give these guys a call.
