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(Brand guidelines) // Food and drink

Cracker Barrel brand
guidelines

Cracker Barrel’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from crackerbarrel.com.

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About Cracker Barrel

Cracker Barrel is a restaurant and country store rooted in homestyle food, neighborly hospitality, and the warmth of gathering around a table. Its brand experience brings together meals, shared moments, and country-store discoveries.

Use Cracker Barrel’s supplied Old Country Store lockup, with the Old Timer, barrel and name kept together. Preserve its proportions and fine detail. The artwork expresses the brand’s warm country hospitality; product photos and store imagery support it.

Cracker Barrel colors

  • Golden yellow

    Signature accent

    HEX
    RGB

  • Light cream

    Signature palette

    HEX
    RGB

  • Warm ochre

    Signature palette

    HEX
    RGB

  • Deep brown

    Signature palette

    HEX
    RGB

  • Dark ochre

    Signature palette

    HEX
    RGB

  • Pale ivory

    Website background and cards

    HEX
    RGB

  • Espresso brown

    Website text and primary-button text

    HEX
    RGB

  • Muted blue

    Website text links

    HEX
    RGB

Cracker Barrel fonts

  • Community Gothic

    Headings · 700

  • Libre Franklin

    Body · 500

Font names only. The Brand Skill download doesn’t include font files.

Cracker Barrel’s voice

Write with warmth, sincerity, and an easy sense of welcome. Center the pleasure of sharing a meal, feeling at home, and spending time together. Keep the language plainspoken and specific, with homestyle details that make food sound cared for and gatherings feel inviting.

Cracker Barrel’s copy connects everyday occasions with hospitality: “a meal has the power to bring people together”; “the best moments begin around the table”; and “Country Hospitality is more than great food.”

Describe food in appetizing, concrete terms and explain the care behind it. Examples include “thoughtful ingredients, careful preparation and recipes that have earned their place over the years” and “each dish prepared to create moments worth gathering around.”

Use an inclusive, neighborly welcome. The brand describes treating “first-time visitors like neighbors and regulars like family” and bringing “the warmth of Country Hospitality home.”

  • “a meal has the power to bring people together”
  • “the best moments begin around the table”
  • “Country Hospitality is more than great food”
  • “each dish prepared to create moments worth gathering around”
  • “first-time visitors like neighbors and regulars like family”
  • “the warmth of Country Hospitality home”

Dos and don’ts

Do

  • Ground stories in the pleasure of gathering, shared meals, and the moments that happen around the table.
  • Describe homestyle food with tangible details and a sense of care, such as “fresh produce,” “quality proteins,” and “made from scratch biscuits.”
  • Make welcomes feel personal, neighborly, and generous.
  • Use the golden-yellow, cream, and earthy-brown palette to reinforce the brand’s warm country character.

Don’t

  • Make the brand sound formal, distant, or impersonal; its own language emphasizes welcome, care, and connection.
  • Describe food in vague terms when specific ingredients or preparation details can make it more vivid.
  • Replace the homestyle, neighborly character with a cold or highly technical visual or verbal style.

Cracker Barrel imagery

11 images from crackerbarrel.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand identity imagery

6 images

Use Cracker Barrel’s own wordmark, standalone mark, barrel motif, and plaid as identity assets. The Old Timer is a recognizable part of the logo story and the brand’s hospitality character.

Foundation and employee-support imagery belongs to specific Cracker Barrel community and employee programs. Use it in those contexts.

  • The Cracker Barrel Old Country Store logo features a brown silhouette of a man in overalls sitting on a chair, leaning his elbow on a large wooden barrel.
  • A warm, golden-yellow graphic shaped like an elongated, slightly irregular oval or bean.
  • A wide-angle, low-angle photograph of the Cracker Barrel Old Country Store sign mounted on a rustic wood-sided building rooftop.
  • A large rectangular Cracker Barrel Old Country Store sign is mounted on the wooden siding of a building's roofline under a dramatic, cloudy blue sky.
  • The Cracker Barrel Old Country Store logo features a dark brown silhouette of an older man in overalls leaning on a wooden barrel.
  • A wide-angle, low-angle shot features a large white billboard for Cracker Barrel mounted against a brown, vertical-slat wall.

Digital experience imagery

3 images

Cracker Barrel’s website and ordering experience uses branded reward and menu imagery, category thumbnails, product customization visuals, and helpful interface illustrations. Preserve the brand’s own product visuals when creating or extending its digital experience.

  • A flat, hand-drawn illustration of a Cracker Barrel restaurant facade features a long, brown wooden porch under a large, stylized orange sun.
  • A minimalist graphic icon featuring a thick-lined, muted taupe map pin outline.
  • A top-down product shot of a Southern breakfast catering spread against a dark textured surface.

Food and product imagery

2 images

Show Cracker Barrel food as abundant, comforting, and ready to share. Product imagery ranges from individual dishes and sides to breakfast spreads, family meals, catering, seasonal pies, and gift cards. Keep the food itself inviting and recognizable.

  • A top-down studio product shot displays a family-style meal set against a textured dark charcoal background.
  • A top-down product photo displays a complete holiday feast arranged against a dark, textured black background.

More from the Brand Skill

Hospitality photography

Show genuine moments of welcome and togetherness: meals around the table, guests enjoying the restaurant, team members serving, and the country-store experience. The brand’s own imagery pairs these human moments with familiar settings such as the front porch, dining room, and home.

Seasonal campaign imagery

Seasonal creative can spotlight holiday meals, festive breakfast and desserts, and gatherings that bring people together. The brand’s holiday material uses appetizing food imagery alongside seasonal messaging and product choices.

Download Cracker Barrel’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Cracker Barrel’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 11 images and the logos. The font files belong to CBOCS Properties, Inc, so they’re left out.

Download the Brand SkillZIP, 1.1 MB

cracker-barrel-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-brand-identity.md

│ ├ imagery-digital-experience.md

│ ├ imagery-food-and-products.md

│ ├ imagery-hospitality-photography.md

│ └ imagery-seasonal-campaigns.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from crackerbarrel.com on 3 Nov 2026. It isn’t Cracker Barrel’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Cracker Barrel and its logos are trademarks of CBOCS Properties, Inc. Rainbrand isn’t affiliated with or endorsed by CBOCS Properties, Inc.

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