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.