Beers, Burgers, and Attitude
Client
M.L.Rose
Services
Art Direction, Brand Messaging, Copywriting, Digital Marketing, Email Marketing, Photography
Industry
Hospitality
With its vast collection of craft burgers and beers, M.L. Rose has been a Nashville institution for over a decade, having poured over a million beers. But in the heart of a growing downtown, their newest location needed a way to stand out from all the honky-tonk noise.
Challenge
FoxFuel knew from the start that to compete in an ever-growing market of bars and restaurants in Nashville, M.L.Rose would need to lean into their true voice in a new way. Additionally, they would need an outlet to share that voice with their longtime, as well as their more recent, fan base.
Approach
While helping to hone the brand’s voice and tone, it was clear where it needed to land. M.L.Rose is more than just a bar. It’s where you flex your trivia skills, celebrate your intramural win, and maybe even hideout to avoid the bachelorette parties. Their voice is that of a good neighbor – the kind of person at a barbecue that you’d actually want to talk to. Their tone is opinionated, sarcastic, and funny as hell. Once these two pieces were locked in, it was time to play.
Solution
With smart, on-brand copy and content production shoots throughout the year, FoxFuel merged the unique personality of each M.L.Rose location into one cohesive tone and visual language. Through focused messaging around Nashville pop-culture, eclectic references, and good old-fashioned beer and burgers, FoxFuel has been able to bring new friends to the party as well as let the old friends know they’re still loved.
