OPPORTUNITY

Take an existing brand and create a new identity. 

SOLUTION

I chose to rebrand Cracker Barrel Old Country Store.  I dug deep into the company’s history and honed in on the fact that they cater to travelers. They pride themselves on their home-style cooking and country atmosphere. My new identity highlights the classic country feel in a modern, clean way. The rooster is a universal symbol of hospitality and the road leading into the rooster is a way to really show the relation to traveling customers. Branding it as Travelers’ Roost gives it the feel of belonging to all travelers as a place to have a good meal and feel at home. The tagline ‘Comfort Food’ supports the name and the mission of the company.