Setting the stage for growth, Old Hickory Steakhouse needed a refreshed brand direction worthy of the updated food programming and redesigned interior spaces to a luxurious and timeless future for the restaurant that was originally opened in 1977. ST8MNT worked with Gaylord Hotels, Marriott and Ryman Hospitality Group to refresh the brand for the future while preserving it’s brand equity. ST8MNT developed a location-specific visual mark system for the current five locations and several on the horizon, as each location takes on local attributes. The elegant steakhouse boasts sustainably-sourced American beef, locally-sourced ingredients, hand-crafted cocktails and bespoke charcuterie. Without sacrificing its long-established credibility, the rebrand pushes the classic look into the contemporary. The updated restaurant brand lives in a space that is high-end yet approachable, reflecting excellent quality, sophistication and pleasant dining experiences.