Cracker Barrel launched a new logo for a fall marketing campaign, featuring the name in brown letters against a yellow background shaped like a barrel. The redesign removes the longtime image of a man in overalls leaning on a barrel, which the company said was intended to create a "feeling of nostalgia." The change is the fifth logo iteration and part of broader updates including renovated restaurants with fewer antiques, brighter paint, and menu adjustments that bring back old items and test new dishes. The company aims to attract more customers amid concerns about relevance and falling shares.
Gone is the man wearing overalls and resting his arm on one of the chain's namesake barrels - an image the company said was designed to create a "feeling of nostalgia"
While simpler, the yellow background is shaped like a barrel, which makes it "now rooted even more closely to the iconic barrel shape and word mark that started it all," the company said.
Last year, CEO Julie Masino said on an earnings call that Cracker Barrel was "not as relevant as we once were."
"I'm all for minimalism, but this is too much," the person speaking on the video says
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