(Est. 1954) “Named for the iconic fixture found in country stores where folks gathered to chat, Cracker Barrel Cheese was introduced in 1954 by Kraft. It was a brand born from a love for quality cheese and a passion for the cheddar making heritage and values that still define and guide Cracker Barrel today. Over time, the Cracker Barrel product line has broadened to fit consumers’ lifestyles and taste preferences. Today, Cracker Barrel offers 17 varieties to meet both entertaining and adult snacking occasions.”
In order to reestablish Cracker Barrel Cheese as a premium offering within the category and drive emotional resonance, we needed to remind people of the pleasure of indulging in cheese. The brand’s new look and feel actively moves away from generic dairy cues to drive impact on shelf.
At the heart of the new visual identity lies the Cracker Barrel monogrammed seal and new bespoke serif font, increasing the sense of luxury and giving a stamp of a heightened experience. A ribbon has also been introduced to create the feeling of a gift. The ribbon comes alive off-pack, helping to frame the occasion itself, enriching the pack and eliciting a sense of surprise. The redesign evokes an aspirational eating experience, with distinct and memorable packaging.
Importantly for Cracker Barrel, the redesign harmonizes the portfolio, updating a fragmented shelf presentation which previously featured designs dominated by disparate individual flavor color cues, and replacing this with a beautiful and unified contemporary black-forward look that both stands out and is coherent. Cracker Barrel now reflects a world in which people can enjoy and savor life’s little moments of indulgence.
Images (opinion after)
Before this post, I didn’t know Cracker Barrel made and sold cheese in grocery stores but given the handful of tips received, it seems I've been in the dark about this. For our international readers: Cracker Barrel is a chain of restaurants, most often found along highways, good for a not-horrible bite to eat when road-tripping. Also, it’s very… American. The old logo and packaging looked like a direct extension of what I understand as the Cracker Barrel brand — homey, unfussy, and South/Midwest-y. It wasn’t great but it had an industrious vintage charm to it. The new logo and packaging amp up the premium-ness of the cheese which is a really hard jump to make with the name Cracker Barrel attached to it, as there is nothing premium about it — which is fine, no one stops at a Cracker Barrel for a premium experience. But we will assume that not everyone has the same preconceptions as I do about Cracker Barrel and that most people are just browsing the fridges for a nice chunk of cheese, then this does a solid job in looking premium yet accessible. The “CB” monogram is elegant and nicely done; I like how the loop of the “B” nestles in the “C”. The wordmark is good too, in a handsome serif. And the packaging uses the always reliable black background to signalal “premium”, while the ribbons make every box and bag look like a little gift. It all looks, sorry for the bad pun, a little on the cheesy side but I think it gets the job done well for a mainstream brand of cheese — Cracker Barrel or not.
Edit: Turns out Cracker Barrel restaurants and Cracker Barrel Cheese have nothing to do with each other. Cracker Barrel Cheese is owned by Kraft and is not an extension of the restaurants. So… yeah, you can ignore my whole rant about the restaurant not being premium and maybe just read “this does a solid job in looking premium yet accessible.”
Thanks to John Dorcas for the tip.