Since 1969, Cracker Barrel Old Country Store has been serving up scratch-made southern fare and down-home hospitality. Cracker Barrel celebrated 50 years of pleasing people and making memories by launching new menu items like Southern Fried Chicken, a partnership with HGTV favorites, and a platform honoring legendary women in country music.

All signage and in-store collateral was photographed practically to maintain a warm, organic, and authentic appearance. The vintage photos were sourced directly from the archives and the textiles, recipe cards, and additional surrounding objects were hand-picked to reinforce the homestyle nature of the brand.

Country music is as much a part of Cracker Barrel’s DNA as their Chicken n’ Dumplins, and what’s a party without music? Five Decades, One Voice launched to coincide with the 50th anniversary to celebrate legendary female artists and those who will follow in their footsteps. A visual identity, digital and in-store collateral, and a content hub were created, the latter of which became a place for users to enjoy performances, mini-docs and interviews from all of the incredible artists.