HomeWorkRethinking the Retail Journey to Drive Diners to Shop


When most of your customers come to eat, how do you inspire them to shop? Cracker Barrel needed a retail refresh—one that took a strategic approach to retail’s place in the overall customer journey, including a revamp of the brand’s identity. It was time to appeal to a younger demographic without losing the familiar homespun look customers have loved for generations.


We mapped out the store journey, identifying key zones where the right messaging would help shift guests from browse mode to buy mode. Then, we breathed new life into the signage with Modern Nostalgia—our fresh evolution of this time-honored brand. Custom art direction uplifting memorable moments, product-driven copy, and ownable brand colors all came together to elevate the retail signage while keeping the product at the forefront.


The new look restored a sense of order, creativity, and wonderment to the Cracker Barrel retail journey.


  • Art Direction
  • Photography
  • Production
  • Print Production
  • Copywriting
  • Retail Strategy
  • Consumer Research
  • Customer Journey Mapping
  • In Store Signage
  • POP Signage
  • See All
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