Cracker Barrel Unveils Dramatic New Logo, Removing Iconic Man on Barrel for First Time in 48 Years

In a significant branding update, Cracker Barrel Old Country Store has debuted its new logo, marking a historic change for the beloved southern-style comfort food restaurant. The new design, revealed on Tuesday, removes the iconic man resting on a barrel, opting for a clean, text-only look for the first time in nearly five decades.

This new design marks a deliberate return to the brand's origins. While the Old Country Store opened in 1969 with a text-only logo, the famous image of the man sitting against a barrel was added in 1977 and has remained ever since.

According to the company, the new logo "is now rooted even more closely to the iconic barrel shape and word mark that started it all."

Anchored in Cracker Barrel’s signature gold and brown tones, the brand also noted that popular menu items like "farm fresh scrambled eggs and buttermilk biscuits" served as inspiration for the "hues of a refreshed color palette."

The logo change is a central part of the company's comprehensive "All the More" campaign, which aims to blend tradition with fresh energy. The campaign also includes new menu offerings and a major collaboration with country music superstar Jordan Davis, who stars in a new commercial for the company.

The partnership with Jordan Davis aims to highlight the restaurant's welcoming atmosphere.

"Cracker Barrel has always felt like home to me," Davis said in the announcement. "It's where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath... I'm proud to be part of this next chapter and to celebrate what makes Cracker Barrel so special to so many."

To celebrate the launch, Cracker Barrel is offering customers across the U.S. a complimentary Classic Side with any purchase. This special promotion will run this weekend, on Saturday, Aug. 23, and Sunday, Aug. 24, 2025, at its nearly 660 locations nationwide.

According to Cracker Barrel Chief Marketing Officer Sarah Moore, the changes are about honoring the brand's core values while moving forward.

"Our story hasn’t changed. Our values haven’t changed," Moore stated. "With 'All the More,' we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall."