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. 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.
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. 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. “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.”