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Holler & Dash

Southern hospitality with modern flair

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Breaking biscuits

Cracker Barrel came to Landor for help developing a fast-casual restaurant concept aimed at millennials in urban areas. Drawing on initial consumer insights, we concluded that the restaurant would serve sandwiches made from a cornerstone of traditional Southern cooking: flaky, savory biscuits. We then conducted in-person audits of biscuit shops and fast-casual restaurants across the eastern United States to assess the competition, evaluating food, service, and overall experience.

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What millennials crave

Through a series of research panels with millennials, we discovered what kind of restaurant experience they want. Exceptional food and service are baseline requirements, with bonus points for a local feel. The dining experience should be unique, but also authentic and real. In fast and iterative work sessions with our client, we decided to give Southern comfort a modern twist, playing with the tension between new and old, fast and slow, hot and cold.

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What we cooked up

  • Aprons and uniforms
  • Brand architecture
  • Brand identity
  • Brand positioning
  • Brand strategy
  • Brand voice
  • Consumer insights
  • Competitive audit
  • Copywriting
  • Digital and social media guidance
  • Menu descriptions
  • Restaurant name
  • Sandwich names
  • Store environments
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Drawl with swagger

Combining modern swagger with Southern drawl, our name, Holler & Dash, tells a story in two words. The name evokes good times, good food, and good living, all with a dash of whimsy. Our brand voice brims with Southern charm modernized—it sounds both roguish and refined.

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Relaxing in Southern style

Holler & Dash invites customers to relax and revive themselves. We designed everything from menus to restaurant interiors with traditional woodcut illustrations, incorporating warm wood tones and modern metal accents. The brand’s playfulness is highlighted with bold typography, graphic patterns, and a quilt of vintage signs. All of these elements hark back to the food, which centers around traditional biscuits layered with new flavor combinations for innovative Southern fare.

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A satisfied client

Holler & Dash recently announced that its second location will be opening in Tuscaloosa, Alabama, with more plans for expansion on the horizon. It was also named one of the top 10 groundbreaking restaurant concepts by Restaurant Business.

“Landor delivered a holistic brand experience that truly pays tribute to Southern comfort food in an innovative way. The name, the brand, and the restaurant itself pay testament to their work, and we couldn’t be more pleased.”

Mike Chissler, COO of Holler & Dash