Along with consumers, the ad industry is divided on the rebrand, too.

Bruno Regalo, chief design officer at TBWA\Worldwide, observed that while “the effort to modernize the brand by simplifying its identity and making it more legible and adaptable to a digital ecosystem” works, it risks “alienating loyal audiences.”

“Heritage brands must remember their identity is not just aesthetic, it’s cultural,” he told ADWEEK. “When updating visual codes, they’re not simply adjusting pixels or type curves, but symbols embedded in people’s everyday lives.”

He continued: “More than following design trends, it’s about keeping that soul alive—the distinctive elements that touch consumers emotionally—and reinterpreting them to feel current and relevant without losing what makes them unique.”

Kevin Green, executive creative director (ECD) at Moroch Agency, said the brand was the latest in a run to have stripped its brand of “any unique or ownable personality,” while plumping for a more modern aesthetic.

“There has to be a better balance between modernity and the magic that has built brands like Cracker Barrel for decades,” he said.

Indeed, other advertisers, including fashion label Burberry, have been critiqued for jumping on this so-called “blanding” trend, where a typeface replaces an image.

A Run of Controversial Brand Moments

While the move was intended to celebrate its 55+ year heritage, Cracker Barrel has faced previous boycotts over claims of discrimination due to its American South aesthetic and corporate policies.

It now joins a running list of brands that have stoked controversy and become a flashpoint in the U.S. culture wars over the last month, including American Eagle, Dunkin’, and e.l.f. Cosmetics.