Case Study:Open Blue Cobia
Fresh Leads Caught Daily for Open Blue Cobia Overview Open Blue is a global leader in..
I recently watched an interview on CNN with designer Allen Peters about the Cracker Barrel logo redesign, and it struck a chord with me. Peters noted that Cracker Barrel (CB) simply had to make a move. The truth is, while the food remains solid and the service dependable, the chain’s core customers are aging out. Younger diners—especially singles and childless couples—are gravitating toward fresher, trendier spots like FirstWatch. If CB wanted to stay competitive, change was inevitable.
Killing Uncle Hershel
The new logo is certainly cleaner and more modern, but in doing so, the brand stripped away decades of equity. Uncle Hershel, the rustic character who anchored the logo, is gone. While updating him to resonate with younger audiences could have been a smart bridge between old and new, eliminating him altogether severs a powerful emotional tie. People like what they know more than they know what they like, and Uncle Hershel represented that comfort, familiarity, and continuity. In branding, nostalgia is currency, and CB spent it all at once.
What’s the Story?
The truth is, there isn’t one anymore. The old logo told a story. It wasn’t just a name; it was a character, a mood, and a promise wrapped into one visual identity. Uncle Hershel sitting by the barrel instantly conveyed the brand’s heritage and its commitment to a warm, home-style experience. The new logo, by contrast, doesn’t tell us anything. It’s simply the name on a shape—clean, yes, but devoid of personality. It feels more like a placeholder than a brand, which is a dangerous position for a company built on authenticity and tradition.
No Nights at the Museum
The same challenge extends to the interior redesign. For years, walking into a Cracker Barrel felt like stepping into a living museum. Walls lined with farm tools, washboards, and Americana created a dining experience that was as much about atmosphere as the food itself. That curated clutter told a story—it reminded guests of their grandparents’ homes, small-town America, and a slower pace of life. Today’s stripped-down aesthetic may look fresh, but it risks turning CB into just another restaurant, indistinguishable from the competition.
No Time to Lose
Cracker Barrel’s strength has always been more than pancakes and rocking chairs—it’s the feeling of being transported back in time, of connecting to heritage and tradition. Change is necessary, but evolution works better than revolution. If the brand could have modernized while holding onto those anchors, they might have won over new customers without alienating loyal ones. Instead, the redesign feels like a reset rather than a thoughtful progression—and that may prove to be CB’s biggest challenge.
