Why the Cracker Barrel logo change triggered an 'emotional shockwave'

The online backlash that ensued following Cracker Barrel's multi-million-dollar re-branding effort was a lot more than just losing an illustration of an older man in rustic clothing resting his arm on top of a wooden barrel. Cracker Barrel is far from the only company to revamp its image, but its decision to do so struck an unexpected chord with customers because it risked erasing a cherished sense of nostalgia, according to experts. The old folksy image logo, which embodied the brand's southern hospitality for the last 56 years, was replaced with a text-only design. It not only ignited backla