Cracker Barrel: The New Look of Traditional Family Enagement

Cracker Barrel's 2016 revamp centred on a character refresh, with a subtle update in overall design. Characters now look more mature and have more detailed features. Games feature more group participation and every issue highlights  different Cracker Barrel merchandise from the Cracker Barrel store.

Cracker Barrel's 2016 revamp centred on a character refresh, with a subtle update in overall design. Characters now look more mature and have more detailed features. Games feature more group participation and every issue highlights  different Cracker Barrel merchandise from the Cracker Barrel store.

Cracker Barrel Old Country Store Inc. has been a Kidzsmart partner since 2005 with the same quaint character style and book design. Styles and trends are constantly changing and Kidzsmart approached Cracker Barrel to refresh their Cracker Barrel Buddies kids' program for today's family market.

Parameters requested from Cracker Barrel included: maintaining continuity in their kids’ program, keeping true to the most successful features of the program, and retaining the old-fashioned style that is an extension of their overall corporate brand.

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We approached Cracker Barrel with several creative options. They chose a moderate evolution of the original characters, reinforcing visual continuity within the program. However, this style is slightly more dynamic and contemporary, allowing for more expressive facial features and poses. The booklet content also evolved, including a wider variety of games and activities, continuing to feature ‘family engagement’.

The evolution of the Cracker Barrel Buddies program was well-received, with very positive feedback from those who had known the Cracker Barrel Buddies for years.