Beyond the Barrel is a strategic rebrand initiative created to modernize Cracker Barrel’s identity while confronting the cultural gaps that have shaped its reputation. Southern cuisine is deeply rooted in Black culinary innovation, yet the brand’s history, imagery, and menu have never acknowledged those origins.
This project reframes Cracker Barrel through culturally grounded storytelling, menu redevelopment, HBCU partnerships, community engagement, and a refreshed visual and in-store experience. Beyond the Barrel transforms the brand into a space that honors the people and traditions behind the food it serves, rebuilding trust and expanding relevance among Black consumers and younger multicultural audiences.
Miracle Gross 