Cracker Barrel Cuts Ties with Design Firm After Backlash Over Logo Redesign

Cracker Barrel has ended its partnership with the design firm Prophet, which spearheaded a controversial rebrand earlier this year. The chain’s decision follows widespread criticism of a new logo and restaurant decor that many felt abandoned its traditional, country-style identity. 

Launched in August, the redesign replaced the iconic image of a man leaning over a barrel with a minimalist text-only logo. Loyal customers and conservative voices voiced outrage, accusing the brand of distancing itself from its roots. The backlash reached such intensity that the company reversed course and reinstated the original logo. 

In the wake of the fallout, Cracker Barrel is also restructuring its leadership. Cammie Spillyards-Schaefer, formerly in charge of restaurant and retail operations, has left. Thomas Yun, previously VP of menu strategy, returns to steer that division.  Meanwhile, the chain will scale back its ambitious redesigns and refocus on “craveable food and warm country hospitality,” emphasizing restoration over reinvention. 

With over 660 stores across the U.S., Cracker Barrel’s dramatic rebrand reversal highlights the risks legacy brands face when straying too far from their identity—especially when nostalgia and brand heritage are core to their appeal.