{"id":201642,"date":"2025-08-25T15:57:16","date_gmt":"2025-08-25T15:57:16","guid":{"rendered":"https:\/\/www.thebrandingjournal.com\/?p=201642"},"modified":"2025-08-27T10:41:42","modified_gmt":"2025-08-27T10:41:42","slug":"cracker-barrel-rebrand","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/","title":{"rendered":"Cracker Barrel&#8217;s Rebrand Faces Backlash and Prompts Return to Original Logo [Updated Case Study]"},"content":{"rendered":"\n<p>The rebranding of Cracker Barrel has been making headlines for the past few days and is being widely criticized on social media. After unveiling a new logo, the company faced significant backlash and ultimately decided to revert to its original design.<\/p>\n\n\n\n<p>The company&#8217;s $700 million overhaul, which includes a new logo and restaurant redesigns, has left many people wondering if modernization is worth the cost of lost heritage. <\/p>\n\n\n\n<p>Here&#8217;s what happened and why so many people are confused and upset.<\/p>\n\n\n\n<p><em>Note: This case study was published on August 25th, 2025, and updated on August 27th, 2025 when the company chose to revert to the original logo. <\/em><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#Key_Facts\" >Key Facts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#The_Companys_Reasons_Behind_the_Rebrand\" >The Company&#8217;s Reasons Behind the Rebrand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#About_the_Brand\" >About the Brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#Whats_Changing_at_Cracker_Barrel\" >What&#8217;s Changing at Cracker Barrel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#A_Rebrand_Thats_Stirring_Controversy\" >A Rebrand That&#8217;s Stirring Controversy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#The_Brands_Response_to_the_Backlash\" >The Brand&#8217;s Response to the Backlash<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#The_Financial_Investment_and_Impact_on_The_Brand_So_Far\" >The Financial Investment and Impact on The Brand So Far<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#Our_Analysis_and_Key_Takeaways\" >Our Analysis and Key Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#Cracker_Barrel_Decides_To_Return_To_Its_Original_Logo_August_27th_2025_Update\" >Cracker Barrel Decides To Return To Its Original Logo [August 27th, 2025 Update]<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.thebrandingjournal.com\/2025\/08\/cracker-barrel-rebrand\/#Final_thoughts\" >Final thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Facts\"><\/span>Key Facts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cracker Barrel is a chain of restaurants and gift stores from the U.S.A., with a Southern country theme.<\/li>\n\n\n\n<li>A week ago (on Tuesday, August 19th, 2025), the brand introduced its redesigned logo, transforming it into a wordmark.<\/li>\n\n\n\n<li>This update is part of a $700 million rebrand project. It comes about a year after Cracker Barrel began refreshing its brand, which included remodeling some of its restaurants. The goal is to make locations brighter and more modern to appeal to new customers. The locations are getting rid of old dark wood and some vintage decorations for a brighter, simpler look.<\/li>\n\n\n\n<li>The new logo has already sparked backlash online. Social media is full of strong reactions, from jokes to anger, with some bringing up old controversies.<\/li>\n\n\n\n<li>Following the announcement, Cracker Barrel&#8217;s stock dropped over 11% by Thursday, August 21st, 2025.<\/li>\n\n\n\n<li>In response, Cracker Barrel told Forbes the new logo is a &#8220;call-back to the original,&#8221; insisting that &#8220;the heart and soul of Cracker Barrel haven&#8217;t changed.&#8221; The company added that Uncle Herschel, the man featured in the old logo, &#8220;remains front and center in our restaurants and on our menu.&#8221;<\/li>\n\n\n\n<li>On Wednesday, August 27th, 2025, Cracker Barrel announced that, in response to public concerns, they will not keep the new logo and will retain their original design.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Companys_Reasons_Behind_the_Rebrand\"><\/span>The Company&#8217;s Reasons Behind the Rebrand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cracker Barrel has seen its traditional approach lose resonance with customers, according to its new CEO Julie Felss Masino.<\/p>\n\n\n\n<p>For the past few years, executives have noted that their &#8220;traditionalist&#8221; customers (those 65 and older) have been slower to return to dine in person since the Covid-19 pandemic. According to CBS News, 2024 sales have stagnated, and the company&#8217;s stock price has dropped by 40% in 2024. Cracker Barrel has also lost market share, especially during dinner hours.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;We are not leading in any area,&#8221; Masino said. &#8220;The reality is we&#8217;ve lost some market share, especially at dinner.&#8221;<\/p>\n<cite>Source: <a href=\"https:\/\/www.cbsnews.com\/news\/cracker-barrel-ceo-relevant-here-are-its-new-menu-items\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">CBS News<\/a><\/cite><\/blockquote>\n\n\n\n<p>In response to these main challenges, the company announced a brand refresh last year. This three-year modernization effort began in 2024 and aims to attract &#8220;new&#8221; customers, (which analysts believe refers to a younger, more affluent demographic) while retaining the traditional ones. The changes include brighter, more contemporary restaurant designs with fewer antiques, menu updates featuring broader and lighter options, and optimized kitchen processes. The rebrand now continues with a logo redesign.<\/p>\n\n\n\n<p>Some longtime customers have voiced concerns about losing the nostalgic country atmosphere. However, The Wall Street Journal reports that early results from the revamped locations show higher sales and improved customer traffic.<\/p>\n\n\n\n<p>Cracker Barrel is also facing broader industry challenges such as inflation and changing consumer habits, making it harder to keep customers returning. The chain is also dealing with new tariffs on retail merchandise and economic uncertainty. Its lower average prices compared to its competitors offers some pricing flexibility, but ongoing issues with pricing and menu options persist. Ultimately, executives remain focused on balancing value, convenience, quality, and a welcoming feel to attract new customers and grow the business in a challenging environment.<\/p>\n\n\n\n<div class=\"thebr-posts-middle-2\" style=\"text-align: center;\" id=\"thebr-2506649560\"><div id=\"thebr-2578806140\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/brand-improvement-mini-course?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=mini_course_articles&#038;utm_content=green\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" alt=\"mini-course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"About_the_Brand\"><\/span>About the Brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cracker Barrel is a chain of American restaurants and gift stores known for its Southern country theme. It was founded in 1969 in Lebanon, Tennessee, and now has 660 locations across 45 states. The chain originally placed its restaurants near highways to attract travelers, but expanded nationwide in the 1990s and 2000s.<\/p>\n\n\n\n<p>The menu at Cracker Barrel focuses on traditional Southern comfort food, such as biscuits, fried chicken, and catfish, with breakfast served all day. Each restaurant also has a gift shop that sells toys, puzzles, country music CDs, vintage candy, and home d\u00e9cor items that reflect a nostalgic style.<\/p>\n\n\n\n<p>Each Cracker Barrel location is designed to feel like a country store, decorated with antique items and local artifacts. The restaurants feature wooden rocking chairs on the porch, stone fireplaces, and classic decorations inside, including a peg solitaire game on the tables. Authentic vintage items are stored in a warehouse in Tennessee and used to decorate each new location, creating a cozy and unique atmosphere for customers.<\/p>\n\n\n\n<p>Cracker Barrel&#8217;s target audience includes families and people looking for a relaxed, casual dining experience, as well as shoppers interested in their retail items. The brand also focuses on attracting travelers, especially those driving on interstate highways, by placing most of its restaurants near highway exits.<\/p>\n\n\n\n<p>The brand has always stood out for its food and its immersive, country-inspired experience. Visiting Cracker Barrel feels like stepping into a time capsule, a nice homage to Southern general stores and roadside hospitality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_Changing_at_Cracker_Barrel\"><\/span>What&#8217;s Changing at Cracker Barrel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">A new campaign and rebrand plan<\/h3>\n\n\n\n<p>The &#8220;All the More&#8221; campaign and rebrand consist of the following main changes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The piloting of its restaurants remodeling, which involves &#8220;a different color palette, updating lighting, offering more comfortable seating and simplifying d\u00e9cor and fixtures.&#8221;, as featured on CBS News. <a href=\"https:\/\/www.instagram.com\/reel\/C-TPazAIPhN\/?utm_source=ig_web_copy_link&amp;igsh=MzRlODBiNWFlZA==\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Check one example here<\/a>. <\/li>\n\n\n\n<li>Music from country music artist Jordan Davis<\/li>\n\n\n\n<li>New additions to the restaurants&#8217; menus<\/li>\n\n\n\n<li>An &#8220;enhanced brand look and feel&#8221; including a change of logo.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The recent logo redesign<\/h3>\n\n\n\n<p>Regarding the logo, the brand chose to remove the design of the older man in overalls sitting next to a barrel. Many people believed this man was Uncle Herschel (a goodwill ambassador and the uncle of Cracker Barrel&#8217;s founder, Dan Evins). But in reality, he was drawn by Nashville designer Bill Holley in 1977, and was meant to give a nostalgic feel with an old-timer, not specifically Uncle Herschel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"640\" src=\"\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-1024x640.png\" alt=\"\" class=\"wp-image-201662\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-1024x640.png 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-300x188.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-768x480.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-1536x960.png 1536w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-380x238.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-800x500.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-1160x725.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-760x475.png 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-600x375.png 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The new logo is much simpler. It keeps just the company name on a yellow background with a basic yellow shape suggesting a barrel. The use of barrels in their name and on their porches comes from the old tradition of shipping soda crackers in barrels, which became meeting spots in those stores.<\/p>\n\n\n\n<p>Cracker Barrel told CBS News that &#8220;Uncle Herschel,&#8221; the man shown in their previous logo, will continue to be a main feature in their restaurants and on their menu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Rebrand_Thats_Stirring_Controversy\"><\/span>A Rebrand That&#8217;s Stirring Controversy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Despite the company reporting positive feedback from customers and store managers regarding the remodeling of the restaurants, the recent launch of the new logo has sparked fierce reactions online.<\/p>\n\n\n\n<p>Loyal customers disapprove the loss of the brand&#8217;s unique &#8220;country&#8221; aesthetic. They see the new direction as soulless.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the &quot;old-timer&quot; from the signage.  Heritage is what got Cracker Barrel this far, and now the CEO wants to\u2026 <a href=\"https:\/\/t.co\/Aoml8ZOfuT\">pic.twitter.com\/Aoml8ZOfuT<\/a><\/p>&mdash; Steak &#39;n Shake (@SteaknShake) <a href=\"https:\/\/twitter.com\/SteaknShake\/status\/1958584823217578214?ref_src=twsrc%5Etfw\">August 21, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">At a remodeled Cracker Barrel. I hate it. <a href=\"https:\/\/t.co\/B5AqjRpff1\">pic.twitter.com\/B5AqjRpff1<\/a><\/p>&mdash; Coach Duggs (@CoachDuggs) <a href=\"https:\/\/twitter.com\/CoachDuggs\/status\/1951832354580033639?ref_src=twsrc%5Etfw\">August 3, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Cracker Barrel &#39;ruined a good thing&#39; as loyal fan slams &#39;depressing&#39; rebrand. That\u2019s what people liked about going to CB, the country vibe it gave. We can go to any mod restaurant any day, but we can\u2019t get that down home country vibe at other places \ud83d\ude15 <a href=\"https:\/\/t.co\/O5v3tMllTA\">https:\/\/t.co\/O5v3tMllTA<\/a><\/p>&mdash; Kathy P. (@KathChek) <a href=\"https:\/\/twitter.com\/KathChek\/status\/1959959354511110547?ref_src=twsrc%5Etfw\">August 25, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The brand has also been criticized by public figures, including political figures like Donald Trump Jr., who have tied the change to broader cultural shifts, accusing Cracker Barrel of abandoning tradition. The backlash has also brought up memories of past controversies and amplifies the feeling that Cracker Barrel is drifting from its roots. <\/p>\n\n\n\n<p>In other words, the brand&#8217;s new logo and location redesign have left many fans wondering if a slice of Americana is being erased in favor of bland modernity. But some people on social media have also mocked the outrage, pointing out that every brand must adapt to survive.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Brands_Response_to_the_Backlash\"><\/span>The Brand&#8217;s Response to the Backlash<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cracker Barrel&#8217;s response has tried to walk a fine line: recognizing fan concerns while defending the need for change. The company&#8217;s executives assure customers that many beloved features will still be found inside their restaurants. They clarified that while the visuals are evolving, the brand&#8217;s heart and soul, as well as its core values like Southern hospitality and comfort food, remain unchanged.<\/p>\n\n\n\n<p>The company also said in an August 18th press release that the new logo is now even more closely based on the classic barrel shape and lettering that the brand started with.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;We believe in the goodness of country hospitality, a spirit that has always defined us,&#8221; said Sarah Moore, chief marketing officer of Cracker Barrel. &#8220;Our story hasn&#8217;t changed. Our values haven&#8217;t changed. With &#8216;All the More,&#8217; we&#8217;re honoring our legacy \u202fwhile bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.&#8221;  <\/p>\n<cite>Source: <a href=\"https:\/\/www.crackerbarrel.com\/newsroom\/news-releases\/2025\/aug\/cracker-barrel-teams-up-with-country-music-star-jordan-davis\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Cracker Barrel<\/a><\/cite><\/blockquote>\n\n\n\n<p>In addition, they&#8217;ve published on Monday, August 25th, 2025, a Facebook post designed as a letter to their customer, and in reaction to the current headlines affecting the brand:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"1024\" src=\"\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-880x1024.png\" alt=\"\" class=\"wp-image-201661\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-880x1024.png 880w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-258x300.png 258w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-768x894.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-380x442.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-800x931.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-1160x1350.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-760x885.png 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post-515x600.png 515w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Facebook-Post.png 1256w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.facebook.com\/crackerbarrel\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Cracker Barrel&#8217;s Facebook Page<\/a><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Financial_Investment_and_Impact_on_The_Brand_So_Far\"><\/span>The Financial Investment and Impact on The Brand So Far<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The scale of Cracker Barrel&#8217;s $700 million brand refresh investment shows just how high the stakes are. This budget covers a 3-year rebrand, which started in 2024.<\/p>\n\n\n\n<p>According to CBS News, Cracker Barrel grew quickly in the 1990s as it opened more locations, but its growth has slowed lately. In 2024, the company made about $3.5 billion in revenue, which is 0.8% higher than the $3.4 billion it made the year before. However, its net income dropped to $40.9 million, compared to $99 million in 2023.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"326\" src=\"\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-1024x326.png\" alt=\"\" class=\"wp-image-201663\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-1024x326.png 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-300x95.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-768x244.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-380x121.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-800x254.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-1160x369.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-760x242.png 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y-600x191.png 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-3Y.png 1384w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.wsj.com\/market-data\/quotes\/CBRL\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Wall Street Journal Market Data<\/a><\/figcaption><\/figure>\n\n\n\n<p>Following the logo redesign announcement in August 2025, the restaurant&#8217;s stock fell about 7% on Thursday (representing a loss of nearly $100 million in market value), but recovered a bit on Friday.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"326\" src=\"\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-1024x326.png\" alt=\"\" class=\"wp-image-201664\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-1024x326.png 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-300x95.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-768x244.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-380x121.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-800x254.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-1160x369.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-760x242.png 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D-600x191.png 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Stock-Value-5D.png 1384w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.wsj.com\/market-data\/quotes\/CBRL\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Wall Street Journal Market Data<\/a><\/figcaption><\/figure>\n\n\n\n<p>What remains to be seen is how these modifications will impact the brand&#8217;s future sales and market shares. Because the brand has been losing relevance over the years and is planning on attracting new audiences, it will be important to give it some time to fully understand how this new strategic direction will translate into the market reality in the next few years.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Our_Analysis_and_Key_Takeaways\"><\/span>Our Analysis and Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This isn&#8217;t the first time brands have underestimated sentimental attachment from the public. We are thinking of <a href=\"https:\/\/www.thebrandingjournal.com\/2025\/02\/new-coke\/\" data-type=\"post\" data-id=\"171290\">New Coke&#8217;s failure in the 1980s<\/a>, <a href=\"https:\/\/www.thebrandingjournal.com\/2015\/05\/what-to-learn-from-tropicanas-packaging-redesign-failure\/\" data-type=\"post\" data-id=\"1381\">Tropicana&#8217;s packaging redesign failure<\/a>, or <a href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/\" data-type=\"post\" data-id=\"6331\">Gap&#8217;s quickly abandoned logo change<\/a>. Customers often feel betrayed or lost when familiar symbols vanish overnight. Even if the changes make sense on paper.<\/p>\n\n\n\n<p>Cracker Barrel&#8217;s rebrand is a new example of a heritage brand underestimating the power of nostalgia and emotional connection with its core audience.<\/p>\n\n\n\n<p>The disappointment began with subtle changes to store d\u00e9cor but peaked with the loss of Uncle Herschel and the barrel in the logo.<\/p>\n\n\n\n<p>The debate here is not just about a missing barrel or an old-timer mascot in a logo, but rather about what happens when the soul of a brand (focused on history, community, and heritage) is put at risk for the sake of modernization. By removing the brand&#8217;s iconic imagery and all the decoration details that made the restaurants&#8217; atmosphere feel so unique, the brand is touching its own essence, and this can provoke strong emotions amongst customers. <\/p>\n\n\n\n<p>The company is also losing some of its strongest differentiators (the brand&#8217;s symbols and unique atmospheric experience), and this puts it at risk of blending into the background. As more restaurant chains adopt minimalist logos and generic interiors, Cracker Barrel could lose what makes it truly unique.<\/p>\n\n\n\n<p>That said, it is of course too soon to evaluate the real impact these changes will have on the brand. As explained earlier, the company is facing many financial challenges and needs to find a solution to attract new visitors. Refreshing the brand is not a bad idea, but each change should be done slowly, one after the other, and backed up with solid market research.<\/p>\n\n\n\n<p>It&#8217;s also difficult to judge Cracker Barrel&#8217;s new strategy without knowing more about the brand&#8217;s new target audiences. Trying to appeal to everyone usually weakens a brand and blurs what makes it special. Cracker Barrel should clearly define who they want to focus on (whether it&#8217;s a new group or their loyal customers) and build their changes around that audience. With a clear focus, the brand can make wise choices, stay true to its identity, and create stronger connections with the customers that matter most.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Possibilities for the future<\/h3>\n\n\n\n<p>As Cracker Barrel responds to recent criticism over its rebrand, the company can follow several paths to strengthen its position and reconnect with customers. It can choose to go backwards, like Tropicana, Gap, or even Coke did in the past. Or it can choose to go forward with the changes. In that case, we are sharing below some ideas and alternative strategies the brand could explore, moving forward:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Actively involve both loyal and potential new guests by gathering feedback through surveys, focus groups, or design contests. This will allow customers to help shape the brand&#8217;s evolution while protecting its key assets.<\/li>\n\n\n\n<li>Phase in changes gradually to preserve the emotional connection with longtime guests.<\/li>\n\n\n\n<li>Deepen marketing storytelling around Cracker Barrel&#8217;s heritage by sharing authentic stories about Uncle Herschel, the barrel tradition, and the brand&#8217;s community roots across social media and in-store experiences.<\/li>\n\n\n\n<li>Do the same for the brand&#8217;s evolution: transparently communicate everything, over and over. Listen to feedback and adjust the strategies accordingly.<\/li>\n\n\n\n<li>Test softer approaches to modernization, such as leveraging influencer partnerships, trying new communication channels to reach younger or more diverse audiences, or creating new communication campaigns around the idea of road trip adventures and vintage hunts that appeal to younger audiences attracted by these themes<\/li>\n\n\n\n<li>Launch limited-time menu collaborations or regional specialties to attract new customers and create excitement without disrupting the familiar atmosphere regulars love.<\/li>\n\n\n\n<li>Consider pursuing a hybrid strategy that maintains classic d\u00e9cor and branding at flagship or high-traffic locations, while piloting new concepts in select stores to test customer response before rolling out broader changes.<\/li>\n<\/ul>\n\n\n\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-653198948\"><div id=\"thebr-3179103271\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=blue_arrow\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-300x250-1.gif\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cracker_Barrel_Decides_To_Return_To_Its_Original_Logo_August_27th_2025_Update\"><\/span>Cracker Barrel Decides To Return To Its Original Logo [August 27th, 2025 Update]<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"500\" src=\"\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo.png\" alt=\"\" class=\"wp-image-201826\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo-300x188.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo-768x480.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo-380x238.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo-760x475.png 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-returns-to-original-logo-600x375.png 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>On Wednesday, August 27, 2025, Cracker Barrel announced that it has listened to the complaints and will keep the original logo. This is similar to what happened with <a href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/\" data-type=\"post\" data-id=\"6331\">Gap in 2010<\/a> when they dropped a new logo after similar backlash.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have.  Our new logo is going away and our \u201cOld Timer\u201d will remain.  <br><br>At Cracker Barrel, it\u2019s always been \u2013 and always will be \u2013 about serving up delicious food, warm\u2026 <a href=\"https:\/\/t.co\/C32QMLOeq0\">pic.twitter.com\/C32QMLOeq0<\/a><\/p>&mdash; Cracker Barrel (@CrackerBarrel) <a href=\"https:\/\/twitter.com\/CrackerBarrel\/status\/1960475658116632865?ref_src=twsrc%5Etfw\">August 26, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Even President Donald Trump got involved, <a href=\"https:\/\/truthsocial.com\/@realDonaldTrump\/115095579197949665\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">telling Cracker Barrel to bring back the old logo the day before the reversal<\/a>: &#8220;Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before. They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again&#8221;. <\/p>\n\n\n\n<p>Right after the company announced the change, their stock price went up quickly.<\/p>\n\n\n\n<p>Many fans also worry about the restaurant decor and hope it stays the same. It\u2019s not clear yet if Cracker Barrel will also keep the old look inside their restaurants, as they haven&#8217;t announced any decisions about that part of the rebrand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_thoughts\"><\/span>Final thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cracker Barrel&#8217;s rebrand is another reminder that brands are not just logos, color schemes, and visual aesthetics. They&#8217;re living stories and experiences that create memories and emotions in people&#8217;s lives. <\/p>\n\n\n\n<p>The backlash shows how risky it can be to change what customers hold dear to their hearts. While innovation is of course necessary for survival, brands must remember that, sometimes, the old barrel out front and the vintage treasures on the walls can have more worth than all the touches designed to modernize them. <\/p>\n\n\n\n<p>How Cracker Barrel navigates the remaining aspects of its rebranding\u2014especially when it comes to restaurant redesigns\u2014will reveal whether the brand can balance modernization with the tradition its customers value.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cnvs-block-core-spacer-1697033517619\"><\/div>\n\n\n\n<details class=\"wp-block-details cnvs-block-core-details-1697033257649 is-layout-flow wp-block-details-is-layout-flow\"><summary>References<\/summary>\n<ul class=\"wp-block-list\">\n<li>Crackerbarrel.com. (2025). Available at: https:\/\/www.crackerbarrel.com\/newsroom\/news-releases\/2025\/aug\/cracker-barrel-teams-up-with-country-music-star-jordan-davis [Accessed 25 Aug. 2025].<\/li>\n\n\n\n<li>\u200cCracker Barrel Lifestyle (2021).&nbsp;<em>20 Surprising Facts About Cracker Barrel<\/em>. [online] Cracker Barrel Insider Blog. Available at: https:\/\/blog.crackerbarrel.com\/20-surprising-facts-about-cracker-barrel\/.<\/li>\n\n\n\n<li>Watkins, A. (2025). Cracker Barrel\u2019s New Modern Logo and Aesthetic Become a Political Rorschach Test.&nbsp;<em>The New York Times<\/em>. [online] 21 Aug. Available at: https:\/\/www.nytimes.com\/2025\/08\/21\/business\/cracker-barrel-rebrand-logo.html.<\/li>\n\n\n\n<li>McFall, M.R. (2025).&nbsp;<em>Cracker Barrel Responds to Backlash Over Logo Change<\/em>. [online] Newsweek. Available at: https:\/\/www.newsweek.com\/cracker-barrel-logo-change-response-maga-conservatives-2117519.<\/li>\n\n\n\n<li>\u200cMurray, C. (2025). Cracker Barrel Logo Redesign Sparks \u2018Woke\u2019 Backlash.&nbsp;<em>Forbes<\/em>. [online] 21 Aug. Available at: https:\/\/www.forbes.com\/sites\/conormurray\/2025\/08\/21\/new-cracker-barrel-logo-sparks-right-wing-backlash-from-trump-jr-and-more.<\/li>\n\n\n\n<li>\u200cUSA TODAY. (2025).&nbsp;<em>Why people love Cracker Barrel: Take a look inside their legendary restaurants<\/em>. [online] Available at: https:\/\/eu.usatoday.com\/picture-gallery\/money\/food\/2025\/08\/21\/cracker-barrel-restaurant-interior-photos\/85754412007 [Accessed 25 Aug. 2025].<\/li>\n\n\n\n<li>\u200cWilliams, J. (2025).&nbsp;<em>Cracker Barrel Updates Menu, Decor. Some Miss Its Country Charm.<\/em>&nbsp;[online] WSJ. Available at: https:\/\/www.wsj.com\/articles\/cracker-barrel-updates-menu-decor-some-miss-its-country-charm-c7b075e5?reflink=desktopwebshare_permalink.<\/li>\n\n\n\n<li>Picchi, A. (2024).&nbsp;<em>Cracker Barrel CEO says brand isn\u2019t relevant and needs a new plan. Here are 3 changes coming soon.<\/em>&nbsp;[online] Cbsnews.com. Available at: https:\/\/www.cbsnews.com\/news\/cracker-barrel-ceo-relevant-here-are-its-new-menu-items [Accessed 25 Aug. 2025].<\/li>\n\n\n\n<li>\u200cPicchi, A. (2025).&nbsp;<em>Cracker Barrel loses almost $100 million in value as stock plunges after new logo release<\/em>. [online] Cbsnews.com. Available at: https:\/\/www.cbsnews.com\/news\/cracker-barrel-cbrl-stock-down-200-million-loss-new-logo-change [Accessed 25 Aug. 2025].<\/li>\n\n\n\n<li>Ahmadi, A.A. (2025). Cracker Barrel scraps new logo after backlash. [online] 27 Aug. Available at: https:\/\/www.bbc.com\/news\/articles\/ce835lry896o.<\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"The rebranding of Cracker Barrel has been making headlines for the past few days and is being widely&hellip;\n","protected":false},"author":2,"featured_media":201662,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[11,2],"tags":[],"ppma_author":[742],"class_list":{"0":"post-201642","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-case-studies","8":"category-logo-design","9":"cs-entry","10":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":11,"label":"Case Studies"},{"value":2,"label":"Logo"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/08\/Cracker-Barrel-Rebrand-1024x640.png",1024,640,true],"author_info":{"display_name":"Marion Andrivet","author_link":"https:\/\/www.thebrandingjournal.com\/author\/marion\/"},"comment_info":21,"category_info":[{"term_id":11,"name":"Case Studies","slug":"case-studies","term_group":0,"term_taxonomy_id":11,"taxonomy":"category","description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","parent":0,"count":37,"filter":"raw","cat_ID":11,"category_count":37,"category_description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","cat_name":"Case Studies","category_nicename":"case-studies","category_parent":0},{"term_id":2,"name":"Logo","slug":"logo-design","term_group":0,"term_taxonomy_id":2,"taxonomy":"category","description":"","parent":490,"count":22,"filter":"raw","cat_ID":2,"category_count":22,"category_description":"","cat_name":"Logo","category_nicename":"logo-design","category_parent":490}],"tag_info":false,"authors":[{"term_id":742,"user_id":2,"is_guest":0,"slug":"marion","display_name":"Marion Andrivet","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Marion.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/201642","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=201642"}],"version-history":[{"count":16,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/201642\/revisions"}],"predecessor-version":[{"id":201832,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/201642\/revisions\/201832"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/201662"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=201642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=201642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=201642"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=201642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}