Positioning, Naming, Brand Identity, Collateral Design, Culinary Direction, Interior Design, Wayfinding
A new kind of hospitality experience.
Bentonville, Arkansas, is an anomaly. It’s home to abundant forest and bike trails, mom-and-pop shops, a contemporary art museum, and the world’s largest company. Ropeswing, a hospitality development group dedicated to improving regional well-being with concepts nestled throughout the Ozarks, saw the opportunity to create a new kind of hospitality experience that would resonate with the progressive lives of modern day Bentovinillians.
With two bars, three shuffleboard courts, fast-casual dining, and all-day service, The Holler packs a punch when it comes to experience. The name comes from Ozarkian folk speak (“down in the holler”) and it’s tagline, A Local Hangout, is familiar and unfussy in true Arkansas fashion. From the local food and artwork to the “unbranded” logo and visual identity, The Holler draws inspiration from the people, nature, and history of Bentonville to make a totally new concept feel undeniably local.