United States | 2020
The Holler is an all-day, casual dining space and unconventional local hangout in Bentonville, Arkansas. With two bars, three shuffleboard courts, fast-casual dining, and all-day service, The Holler packs a punch when it comes to experience. Brand Bureau developed the brand and interior design using a slightly cheeky camp and wilderness feel. The name “The Holler” comes from Ozarkian folk speak and its tagline, “A Local Hangout,” is familiar and unfussy in true Arkansas fashion. The brand’s visual language reflects Bentonville’s unique energy and community: an “un-branded” brand, its iconography is diverse and playful, with a colorful collection of illustrative art and typography that is inspired by trail mapping, gaming, local lore, and Ozarkian flora & fauna. We carried the brand into the space by designing everything from wayfinding to coasters, creating an integrated experience across all touchpoints. We collaborated with local muralists and artisans to create specialty art features, including a large mural of the Ozarks that is a central feature of the interior. While food and beverage are the central draw – including a coffee station, full bar, and many dining options – we also envisioned an inclusive third-space experience, where people can engage in some playful recreation, unpack the laptop and work awhile, or kick back with friends and family and feel right at home. A variety of seating options caters to all uses: booths provide the best overview of the space, tables flex for working or dining, and conference rooms offer private work areas. Details throughout the space encourage engagement, such as chalkboards above the banquettes where users can sketch ideas, and event posters and pin-up boards lining the entry where guests can see what’s happening at The Holler and in the community at large. At the center of it all is a custom-branded sunken shuffleboard court. Lit by custom lighting and surrounded by comfortable seating, guests can dine while enjoying the action on the courts. From the local artwork to the “unbranded” visual identity, The Holler draws inspiration from the people, nature, and history of Bentonville to make a totally new concept feel undeniably local.