Restaurant Design for Holler & Dash
If you read our 2017 Holler & Dash interior design review, then you know how much of a crush we’ve had on this brand. They recently reached out to our team to assist them with a restaurant branding and graphic design project to accompany a menu change they were implementing. Of course, we jumped at the chance to work with the best biscuit makers around.
Holler & Dash is a Tennessee-based, Cracker-Barrel owned biscuit spot, founded on a love for biscuits and a commitment to good, old-fashioned southern hospitality. Just like the parent company Cracker Barrel, Holler & Dash is committed to creating incredible, elevated comfort food flavors from scratch.
This aspect of their branding and their commitment reaches everything they do. From the food to the dining environment, they have the determination to do it right.
Holler & Dash reached out to us to refresh some of their restaurant materials. They wanted to make some modifications to their menu items which created a need to reinvent the customer journey, update hand-held menus and menu boards, and shoot some new food photography.
Assessing Customer Journey
We began by reviewing and assessing the current space, which made for a big part of this project. The new menu items created a need for an updated front counter and service platform. Our client felt there was wasted space in the front of the restaurant, which kicked off the customer journey.
After we fully understood how the new menu items would impact guest service and the current customer journey, our team offered a modified plan to kick off the customer journey from the customer’s perspective.
We determined the need for an updated entry sign, the removal of high-top seating counter, the installation of permanent signage holders, and floor graphics to direct traffic.
A great architectural firm is key to carrying out any interior branding project. Our team worked with the architectural firm, Design and Engineering, Inc., to design and fabricate the new installations.
We placed pattern arrows on the floor to direct the customer through the order line, and past custom sign holders that introduced and highlighted the new menu items. Furthermore, these permanent sign holders would allow for another connection point with the customer.
Now let’s walk through the updated menu. We’ll journey through the space and show you updates later.
Updating Restaurant Materials Starts with Menu Design
The updated Holler & Dash restaurant menu continues to offer to their classic morning staples and sides and added a new bowl menu that could be customized. Additionally, they added some biscuit inspired ice cream desserts that needed new names and a new home on the menu.
As we got started, we reorganized the chef-crafted items to fit on one side of the print menu. We were able to organize all of their goodness into an easy-to-read- one- sheeter. The final result flows perfectly from the mains to sides, desserts and drinks.
On the other side of the menu, we made as easy as 1,2,3. The “build your own bowl” side of the menu showcases the classic chef-inspired bowl creations and an easy three-step process to create your own.
Additionally, we worked with existing brand elements such as custom-pattern textures on both sides of the menu to bring in a hint southern brand.
New Food Photography Session
Next, with proper planning, our team was able to capture on-brand food photography of the new bowl and dessert menu items to use throughout their restaurant materials.
Our food photography process includes a curated set of props, backdrops, and accessories to make every shot align with the brand. To fill their menu boards and new signage with food pictures, we spent a full day photographing all of the Holler & Dash dishes.
Updating the Menu Boards
Once the print menus were updated, we were able to create five menu boards to display the new offerings on the wall behind the register. They broke up the newly designed print into five different pieces: three for build your own bowl and then two more for morning staples, desserts, and kid’s menu items.
Our clients also asked us to review the existing digital menu boards and determine whether or not the menu boards should remain digital, or if they should be reinvented to another material.
We decided to implement a new board system that better aligned with their down-to-earth vibe. This is important because we could only come up with this decision because we understand who Holler & Dash is as a brand. We worked with Design and Engineering, Inc. out of Franklin, Tennessee to rework the menu board system.
In the end, the menu boards were printed on the foam core and housed in a wood frame.
Designing the New Entry Sign
When you enter Holler & Dash, there is a divider wall that holds a sign. This allowed us to strategize and design a new entry sign to encourage visitors to grab a menu and read up on the new additions. The entry sign easily explains the build-your-own concept in an eye-catching design that grabs attention right at the front door and begins the customer’s journey with a clear direction of how to order.
Creating New Window and Wall Signs
After the design and fabrication of the new permanent sign displays, we filled them with custom signage to promote and introduce the new menu items through on-brand messaging and food photography. This is where we really let the food photography do its work.
The sign displays stand tall and proud in the storefront window, catching the eyes of those passing the restaurant, and informing customers of all the great things they need to know about Holler & Dash.
In addition to the permanent window displays, we again worked with Design and Engineering, Inc. to design and fabricate another permanent wall sign holder. This provided Holler & Dash an additional outlet to speak to the customer while offering another touchpoint in the customer journey.
After the fabrication of the display was created, we created signs to fill the display that focused on the goodness of the food. We only selected our most enticing food photography shots and paired them with messaging that utilized some clever wordplay to showcase the sassy southern brand voice. Not only do these make for a great Instagram shot, but they also drive home the vibe of the brand and bring the menu to life.
Not only was being part of the new Holler & Dash menu fun for the team but also for our taste buds. Overall, we are super proud of how this project turned out, updating restaurant materials for an established brand takes a lot of careful balancing the old and new.
Contact Nice Branding Agency
If you’re ready to update some of your restaurant materials with on-brand graphic design, Holla at your girls at Nice Branding Agency a call. We can help you out every step of the way: 615-905-9936.