Tall Tales Designing a Branded Experience. Tall Tales. Real Food. Id ent i ty
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Pac k ag i ng
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P r i nt ed M at er i a l s
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En v i r o n m ent
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S i gn ag e
Background The world of retail, like so many categories, is under siege. On one hand, the ease of “point and click” online shopping sky-rocketed by 40% from 2006 to 2008. On the other hand, the explosion of “retail-tainment” continues to redefine “the store” as we’ve known it for many years. So how does a retailer attract more people and keep them longer? Though a leader in the category of camping, fishing and hunting, Gander Mountain was among many feeling the squeeze. After studying their options, the management team at Gander Mountain realized there was an opportunity to enhance the overall brand experience, to expand their appeal to women, and to lengthen shoppers’ time spent in the store.
Design Development and Solution Gander Mountain approached the award-winning partnership of Minneapolis-based restaurateur Rick Webb and Duffy & Partners who had previously collaborated on three highly successful restaurant experiences. The solution focused on creating a proprietary Gander Mountain restaurant—an extension of the brand experience and an enhancement of what is already considered a “destination brand” (one which benefits from planned visits). A uniquely designed environment where guests could linger to share stories about their outdoor adventures and anticipate the next outing. A venue for Gander Mountain to show video entertainment productions as a proprietary media outlet. A space that could host special shopping events for friends and family members of the outdoor enthusiast and do so with the added value of a little hospitality. Thus was born the concept for “Tall Tales. Real Food.”
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environment
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PG 1 of 2
D U F F Y & PA R T N ER S
Design Development and Solution The space was designed to segue from the contemporary big-box store setting and embody the ambiance of the modern American lodge. A place to take a break from filling up the tackle box and hunting arsenal…to fill up oneself. A space to gather around a table and share the best hunting and fishing stories with real vittles made for real people. The menu was created to be casual and accessible, delivering quality and value to the Gander Mountain guest. Deli-like counter orders required the design of simple menu boards along with the printed menus. Table service includes custom designed Lazy Susans and glassware.
in-s tore signage
to go packaging
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opening night invitations
pl acemats / cus tom l a z y susan
Results Quickly embraced by management, the Tall Tales concept is slated to expand with the brand and be included in all future new store openings.
“Tall Tales Real Food restaurant is another extraordinary example of showing how design needs to be part of our everyday life and strengthens Duffy’s leadership in the hospitality industry.” w w w.lovelypackage .com
“I see a goose! And a fish! And a porkchop!” The DodgyLodger
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12/ 18/08
PG 2 of 2
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