Cracker Barrel
Modernizing a legacy brand’s digital experience while preserving its charm.
Project Overview
Cracker Barrel wanted to modernize its online experience without losing the nostalgic, rustic warmth that defines the brand. The challenge was to blend modern usability and responsiveness with a design language deeply rooted in its country heritage.
Our team recreated the feel of their physical stores digitally by using textured materials, warm tones, and familiar visual motifs like wood grain and chalkboard surfaces. We also partnered with Cracker Barrel to restructure their content and data models for over 600 locations, enabling personalized menus and store information based on location and user preferences.
Beyond the Redesign
During our collaboration, we explored ways to extend Cracker Barrel’s in-store experience through digital engagement. One of our concepts was an AR-based “antique hunt” that invited guests to explore the country store to find virtual collectibles and earn rewards. This idea strengthened the connection between Cracker Barrel’s physical spaces and its digital brand.
Key Skills Demonstrated
UX Strategy · Brand Experience Design · UI Design · Prototyping · Client Workshops · Cross-Disciplinary Collaboration
Reflection
This project was a reminder that great UX is not just about modernization—it’s about respecting heritage while creating meaningful ways for users to connect with a brand. By merging tradition with technology, we helped Cracker Barrel extend its hospitality into the digital space.