Hot off the heels of American Eagle seeing its stocks surge after that so-called anti-woke ad featuring Sydney Sweeney, we've seen another brand go completely the other way. US-themed restaurant Cracker Barrel recently debuted a simplified new logo, doing away with its mascot (a man leaning on a barrel) and the words "old country store". Cue outrage, and a tanking stock price.
The whole saga has more than a few echoes of Jaguar's recent rebrand, in which the brand was accused of abandoning its heritage in pursuit of a more contemporary aesthetic. But while Jaguar at least had the tenacity to stick by its new look, Cracker Barrel has done the opposite, offering a contrite statement about the rebrand.
