When a brand like Cracker Barrel makes a big change, it’s never just about a logo. A brand is the sum of years—sometimes decades—of time, money, and customer loyalty.

A brand is intellectual property with real value, built through consistent messaging, emotional connection, and countless experiences customers have with the business.

That’s why the recent shift in Cracker Barrel’s branding has sparked so much conversation. The biggest misstep wasn’t the decision to evolve—it was the execution.

There were so many ways this could have been handled more thoughtfully. I have mentioned in some conversations that a sub-logo could have been introduced.

In my research, I found out they did include “The Hershal Way” logo, which was to depict Cracker Barrel’s goodwill ambassador, the founder’s Uncle Herschel,  who “spent most of his working life bringing forth the important yet simple message of what makes a business successful. It was a reminder that people should be treated just as we would have them treat us.

That’s great, but removing the old timer from the main logo meant there were no visual ties to the Cracker Barrel brand.

A gradual shift would have served them better, signaling an evolution while honoring the existing brand equity. Instead, they went all in and, in many ways, threw the baby out with the bathwater.

Of course, brand refreshes are not only common, they’re necessary. Consumer expectations shift, design trends change, and businesses need to stay relevant. The trick is how you do it.

Dunkin’ is a perfect example: when the company dropped “Donuts” from its name, it kept the same orange-and-pink color scheme, the same rounded font, and the same fun, approachable tone.

Before they made the change, Dunkin’ Donuts tested the waters. The new Dunkin’ concept was rolled out in 50 stores and was “not necessarily as a permanent change.” A company statement at the time noted it didn’t plan “to make any decisions regarding the branding until later this year.” So Tony Weisman, chief marketing officer for the chain, tested their ability to “create an incredible new energy for Dunkin’, both in and outside our stores” in New York City, and it worked.

Customers recognized the logo, but they also understood the signal that Dunkin’ was expanding beyond donuts into coffee and beverages. The brand evolved without erasing its equity.

Here are a few ways companies can execute a refresh successfully:

• Introduce a sub-logo. Use it in digital channels or specific campaigns before making a wholesale shift.
• Shift gradually. Update packaging, signage, and assets in phases to bring customers along.
• Honor the heritage. Keep visual or verbal cues that anchor the brand in its history while modernizing what’s around it.

The silver lining:

That said, Cracker Barrel’s rebrand wasn’t a loss. The move created buzz, reignited debate, and reminded people they are here. When the company listened and pivoted, it showed fans that their voices mattered.

In fact, that willingness to listen may have strengthened the brand’s connection to its most loyal audience. People don’t just want to consume a brand—they want to be part of its evolution.

The lesson is clear: brand evolution is necessary, but equity is sacred. The smartest brands refresh in a way that protects the value they’ve built while inviting their audience along for the journey.

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