As a leading retailer in the outdoor enthusiast segment, Gander Mountain saw the opportunity to add a new dimension to its store experience. With an eye toward attracting more women and a desire to increase shopping time, Gander Mountain determined the addition of a uniquely branded restaurant offering would be a smart idea and turned to Duffy & Partners for our hospitality design expertise. The team behind the project included Rick Webb and Shawn Trentlage a triad that's partnered with great success on several other projects.
Working closely with Gander Mountain, the team developed concept naming, identity design, creative development for packaging, menus and promotional items for the restaurant. Additionally, they collaborated on the interior and environmental design aspects.
The concept really begins with the name. Tall Tales is a creative take on the tradition of the art of storytelling that accompanies outdoor sports such as fishing, hunting and camping. The tagline, 'Real Food'—serves as a counterpoint and is the basis behind the menu--pizzas, salads and sandwiches made with fresh ingredients, served in smart-sized portions.
We created an identity that delivers a sense of discovery and wit, through the thoughtful design of both negative and positive spaces with deer antlers that reveal a goose (or gander) and a fish. The brand language features a whimsical take on nostalgic imagery of the great outdoors.
The restaurant environment transitions from the energetic retail feel of the Gander Mountain store to a modern interpretation of the American lodge, inspired by simple elements, artfully designed--logs and timbers, dry stacked stone, leather upholstery and big dramatic windows.
The warmth of the open fire pizza oven invites guests to pull up a chair, draw a frosty mug, tell their tales and plan the purchases for upcoming outdoor escapades.
Like a weekend in the country, the environment was designed to be an opportunity to chill out, relax and get re-energized.