Leo Gillick
Cracker Barrel has gone the way of many corporate companies with its rebrand. They have tried to simplify and just taken away the nostalgia and creative elements of their logo in the process. All we’re left with is a featureless and soul sucked image.
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The redesign of the Cracker Barrel logo couldn’t scream “Achieved by a committee of corporate executives” any louder. The logo, once adorned with a fancy man sitting beside the namesake barrel, a familiar slogan, and zany framing, is gone. In its place is something that has so little personality, it’s hard to even describe.
Just take a look below.
I'm just wondering how much they paid someone for this new logo. pic.twitter.com/TOK825ZUQX
— Collin Rugg (@CollinRugg) August 20, 2025
CEO Julie Felss Masino praised the change, saying that the reception has been very positive. “Honestly, the feedback’s been overwhelmingly positive that people like what we’re doing,” she also told GMA.
However, the internet paints a very different story.
A Bad Rebrand For Cracker Barrel
The public has made its thoughts known. It may seem like an overreaction, but it’s more about what the changes represent.
Around us, the world is becoming duller. Buildings are now undecorated monoliths of glass and steel. Homes are no longer filled with books and paintings, choosing minimal aesthetics instead. Even Jaguar has stripped away their beauty.
But branding is at the forefront of the personality stripping game. It’s not about how boring the Cracker Barrel rebrand is; it’s what it represents. Just another high street icon devoid of all personality or artistic flair.
“Almost 90% of all rebranding seems to be genuinely aimed at destroying our souls. The same happened in construction, and now it’s happening in almost every field,” one commenter also adds.
In another comment, someone talks about a local poll they had on the Cracker Barrel rebrand. The results were clear. “The local paper had a write-up about the changes & 90% of the people polled hated it. They all said they might as well go to Bob Evans or Applebee’s down the street. This rebrand has done away with the character & charm Cracker Barrel was known for.”
