Understated Cheese Brand Identities : Cracker Barrel Cheese

Cracker Barrel Cheese recently unveiled its new uber-chic packaging that helps consumers remember life’s simple pleasures — enjoying some food with friends and family. The rebranding effort was done by international agency BrandOpus to include a sense of luxury and enhance the customer’s perception of the brand.

The new packaging includes a black matte background with a red ribbon encircling it, giving off a gift-like aesthetic. The restrained typography gives a refreshed and timeless aesthetic. This new visual identity of Cracker Barrel Cheese evokes sophistication and prestige. The redesign spans the entire collection which includes block cheese, a paring board, and even their frozen food line.

While Cracker Barrel Cheese previously targetted the average consumer, its new dynamic packaging is the epitome of high status while maintaining an accessible price range.