Seal and Ribbon Elevate Cracker Barrel

Cheese is never just cheese, and a moment with cheese is one of life’s simple pleasures — whether with a glass of wine or entertaining with friends. That’s the premise behind BrandOpus’ effort to reestablish Cracker Barrel Cheese as a premium offering within the category.

The new look and feel purposefully moves away from generic dairy cues to drive impact on shelf. At the heart of the visual identity lies a monogrammed seal and bespoke serif font, intended to increase a sense of luxury. A ribbon has also been introduced to create the feeling of a gift. The ribbon comes alive off-pack, helping to frame the occasion itself, enriching the pack and eliciting a sense of surprise. The redesign also harmonizes the portfolio, replacing a fragmented shelf presentation and replacing it with a unified contemporary black-forward look that both stands out and is coherent.



Nir Wegrzyn, CEO at BrandOpus, says, “Transforming from practical to emotional, it was important that we helped Cracker Barrel communicate that it was not only a deliciously rich and bold cheese, but a brand that can help to elevate the everyday. We built on their heritage, introducing visual codes that elaborate the brand narrative and act as an invitation to consumers to unwrap the luxurious product within.” Kim Dunphy, Creative Director at BrandOpus, adds: “We are extremely proud to have created the new brand identity for such a famous household brand. By reimagining the brand’s visual equities through the seal and ribbon devices, we have achieved a shift in the premium perception of the brand and unified its presence across the entire portfolio.”




“Together with BrandOpus we have not only contemporized our packaging, but successfully brought new meaning and ownable equities to the brand,” said Ken Padgett, Director of Brand Building for Cracker Barrel Cheese at Kraft Heinz. “This will enable us to break through and maintain relevance in today’s everyday-premium cheese category. We couldn’t be more excited to see our new packaging on shelves.”