Launching a Premium Cocktail Bar Brand Through Full Digital Setup and Strategic Marketing

Project Overview

Introduction

Oriels is a vibrant cocktail and live music venue located in Exeter, designed to offer an elevated nightlife experience combining premium drinks, live performances, and a welcoming social atmosphere. MM Digital partnered with Oriels from the very beginning of the project, supporting the brand from concept to launch through full branding, digital infrastructure, and marketing strategy. Our role was to build the entire digital foundation of the business while creating strong brand visibility leading up to and following the venue’s opening.

Client Overview

Oriels was created with the vision of becoming one of Exeter’s most exciting cocktail destinations, offering expertly crafted drinks, live music, DJs, and a sophisticated but approachable environment. The venue aims to attract both daytime visitors and evening crowds, blending high-quality hospitality with an energetic social setting. The brand needed to establish itself quickly within a competitive local nightlife scene while maintaining a distinct identity and premium feel.

Challenges and Objectives

As a completely new venue, Oriels faced several key challenges prior to launch:

• Building a recognisable brand identity from scratch • Creating a strong digital presence ahead of the opening • Establishing credibility and excitement within the local Exeter hospitality scene • Setting up the full backend digital infrastructure required to operate efficiently • Developing a marketing strategy capable of generating immediate footfall upon launch

Our objective was to deliver a fully integrated digital and branding solution that would allow Oriels to launch confidently, attract customers from day one, and build a long-term brand presence within the local nightlife market.

MM Digital’s Approach

MM Digital worked closely with the Oriels team to deliver a complete brand and digital ecosystem, including:

• Brand Development: Created the visual identity and brand positioning for Oriels, ensuring the venue stood out within Exeter’s nightlife scene while maintaining a premium, modern aesthetic • Digital Infrastructure Setup: Built and configured the core digital systems required to run the business efficiently, including social media platforms, communication channels, and operational tools • Website Development: Designed and launched the Oriels website, providing customers with information, reservations, and an online destination that reflected the venue’s brand and atmosphere • Social Media Strategy: Established and grew Oriels’ social media presence from zero, creating engaging content that highlighted cocktails, live music events, and the venue’s unique atmosphere • Launch Campaign Management: Developed and executed a launch marketing strategy designed to generate awareness and excitement ahead of the opening, ensuring strong early engagement from the local community • Content Creation: Produced ongoing creative content including photography, event promotion, and campaign messaging designed to drive bookings, visits, and brand recognition

Results and Impact

MM Digital’s launch strategy and ongoing marketing support helped position Oriels as one of Exeter’s most talked-about venues shortly after opening. Through a combination of strategic content, consistent social media growth, and targeted digital promotion, the venue quickly built momentum within the local nightlife scene.

Key results from the campaign include:

• 1.6 million+ social media views generated across platforms through engaging video content, event promotion, and brand storytelling • 42,700+ website visits driven to the Oriels website, helping convert online interest into real-world bookings and visits • Rapid social media growth and engagement, establishing Oriels as a recognised venue in Exeter’s nightlife community • Consistent promotion of live music and events, helping drive regular footfall and repeat customers • A strong digital foundation including website infrastructure, brand identity, and social channels that continue to support long-term growth

These results demonstrate the power of combining branding, digital infrastructure, and strategic content to successfully launch and grow a hospitality brand in a competitive market.

Conclusion

By managing the branding, digital setup, and marketing strategy from the very beginning, MM Digital helped Oriels launch as a confident and distinctive venue within Exeter’s nightlife scene. Through a combination of strategic planning, creative execution, and ongoing marketing support, Oriels has been able to establish itself quickly while continuing to build momentum and customer engagement.