NEW YORK (16 March 2016) — Global branding firm Landor has helped launch a new, contemporary fast-casual restaurant called Holler & Dash™, showcasing a biscuit-inspired menu with an emphasis on Southern comfort food with modern flair. The first location opened in Homewood, Alabama on March 15.
In partnership with Cracker Barrel Old Country Store® who launched the new chain, Landor developed the brand strategy, restaurant name, identity, brand architecture, brand voice, uniforms, menu descriptions, and store environment. Through a succession of fast and iterative work sessions with the client, Landor created a brand identity for Southern food with an inviting and modern twist.
As part of its consumer insights research, Landor conducted a series of online panels with millennials and arrived at a brand that appeals to this target demographic. As a result, the Holler & Dash brand hinges on an intimate, fast-casual dining environment focused on Southern hospitality kicked up with modern design, voice—and food.
The name Holler & Dash is meant to evoke good times, good food, and good living—with an ampersand to give it a dash of whimsy. The brand voice, inspired by an updated vision of classic Southern charm, is both roguish and refined. The restaurant invites customers to relax and revive at the same time, with traditional woodcut illustrations, warm wood tones, and modern metal accents. The brand’s playfulness is highlighted with bold typography, graphic patterns, and a sign quilt comprised of cropped vintage signs. All of these elements harken back to the food, which focuses on traditional biscuits layered with new flavor combinations for innovative Southern fare.
“The Holler & Dash brand was born through collaboration—with the client and the consumer,” said Suzanne Beane, associate client director at Landor. “We worked back and forth to get everything just right. We’re really proud of this work and what it stands for—great food and great times.”
“Landor has delivered a holistic brand experience that truly pays tribute to Southern comfort food in an innovative way,” said Mike Chissler, COO of Holler & Dash. “The name, the brand, and the restaurant itself pay testament to their work, and we couldn’t be more pleased.”
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A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include strategy and positioning, identity and design, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Alcoa, Barclays, Bayer, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Foods, Marriott International, Pernod Ricard, Procter & Gamble, Samsung, Sony, and Taj Group.
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Images courtesy of Holler & Dash.