Cracker Barrel drops marketing firm behind brief logo rebrand

Описание: In the wake of Cracker Barrel's tumultuous attempt at a rebrand this summer, the country-style restaurant chain is cutting ties with the marketing firm behind the controversial revamp, which garnered criticism from President Donald Trump.

Cracker Barrel announced in March that it hired Prophet as one of three companies that will assist in the restaurant chain's three-year rebranding strategy. Prophet was behind the decision to revamp Cracker Barrel's logo, which entailed the removal of Uncle Herschel, a depiction of a man in overalls sitting in a chair with his arm resting on a barrel. In its place, Prophet opted for a more minimalistic and cleaner look, which garnered harsh criticism on social media by Trump and other big names, suggesting that the beloved, old-timey country style has gone "woke."

In addition to changing the logo, Prophet was rolling out a total redesign of Cracker Barrel's interior, opting for a reduction in the restaurant's eclectic wall decor in an effort to achieve a more modern and sleek look.

Cracker Barrel's revamp was unveiled on August 19, but just a week later, the company reversed course amid its plunging stock value and mass social media pressure.

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