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Holy Moly Macaroni. Food retail brand launch

Holy Moly Macaroni started life as a street food vendor. Turning out pots of gooey macaroni cheese to ravenous festival-goers and the like. The van then found a home at the reputed Birmingham street food extravaganza, Digbeth Dining Club and gained more of a following.

Along came an investor, keen to turn these gorgeous gobs of cheesy loveliness into a high street food retail brand. That's where Superdream came in.

We had to tell the compelling origin story of Holy Moly. The story of a trip to the US and a gloriously gluttonous meal in a Harlem soul food restaurant. The subsequent burning desire to bring the signature dish of that chow-down back to these shores. Holy Moly Macaroni was born to Bring Back Proper Mac.

We then set about creating the Holy Moly brand. Inspired by 1970s Harlem, we used street furniture, neon, graffiti, bright colours and hard edges to make a little corner of NYC right in the heart of Birmingham’s retail quarter – Grand Central.

The Holy Moly tone-of-voice touches everything from napkins right through to the restaurant itself and everything in-between.