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  • The Holler

    The Holler

    Bentonville, ar

    An unconventional hangout for a dynamic, evolving city.

    THE ASK

    To envision a polished yet unfussy hospitality experience (and brand) for a bustling, fast-growing city in the Ozarks

    SERVICES

    DISCOVERY

    • Competitive Analysis
    • Market Research
    • Trendscaping
    • Audience Studies
    • Creative Workshops

    BRAND STRATEGY

    • Positioning
    • Brand Definition
    • Naming
    • Brand Guidelines

    BRAND DESIGN

    • Visual Identity
    • Collateral Design
    • Environmental Graphics
    • Signage & Wayfinding
    • Production Management

    EXPERIENCE STRATEGY

    • Signature Touchpoints
    • Guest Experience

    Environment design

    • Concept Design
    • Schematic Design
    • Design Intent
    • Construction Oversight
    • Styling

    AWARDS

    Muse Design Awards

    • Interiors, Hospitality
      Platinum
    The Approach

    Home of the world’s largest company, forests, hiking and biking trails, mom-
    and-pop shops, and a contemporary art museum, Bentonville is an anomaly.
    Our offering is similarly wide-ranging: with bars, games, and food on offer all day long.

    The Expression

    The Holler’s name derives from a regionalism: it’s a hollow between mountains. This familiar, friendly, and specific name pairs with a logo and visual identity that are flexible and expressive. Together, this provides staff with a broad toolkit whose pieces they can apply in various combinations depending on the context.

    The System

    Grounded, local, and full of intrigue. Playful, democratic, and confident. Bars and lounges surround three boisterous shuffleboard courts—emblazoned with colorful motifs and icons drawn from a “garden of graphics” inspired by trail maps, local lore, and wildlife.