Cracker Barrel: Cracker Barrel Cheese redesign by BrandOpus

Cheese is never just cheese, and a moment with cheese is one of life’s simple pleasures—whether with a glass of wine or entertaining with friends. 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.