For nearly fifty years Cracker Barrel has had the same identity developed when it opened its doors. A refreshened identity was created to help transition Cracker Barrel into modern times without losing its equity and recognizability.
Some companies pride themselves on long-winded can complicated mission statements, but not Cracker Barrel. In fact, since the very first store opened in 1969 in Lebanon, Tennessee, they have kept things pretty simple. Cracker Barrel is synonymous for providing a customer experience that is unrivaled by it's competition.
The challenge was to update the current brand mark to appeal to a new demograph, without compromising the loyalty of their current customer base. The color palette was refined along with elements simplified to give some contrast within detailed areas of the brandmark. A full brand standard was then created to compliment the new identity and insure cohesiveness for the future.