The Mill Brand Design
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Cracker Barrel - A vintage remastered

THE CHALLENGE / Having lost relevance in consumers minds, Cracker Barrel needed to reclaim it’s position as an everyday vintage cheddar and engage with a broader demographic.

THE BRAND ASSETS / Owning the cracker moment was a key part of the redesign, creating a style that was flexible yet consistent across the range. A new logo, brand colour and strength indicator were also introduced to create a distinctive look for the brand.

THE IMPACT / “Just 3 months after the redesign, market share increased, recruiting new and younger consumers to the brand.”

Mike Murray, Marketing Manager, Warrnambool Cheese & Butter Factory

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