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Bob's Red Mill rebrand is the Cracker Barrel logo controversy all over again
Bob's Red Mill's May 25, 2026 rebrand by Turner Duckworth, which deemphasizes late founder Bob Moore, sparked controversy reminiscent of the Cracker Barrel logo backlash.
What: On May 25, 2026, Bob's Red Mill unveiled a modernized rebrand by Turner Duckworth, featuring a cleaner logo, custom typeface "Red Mill," and new packaging. The redesign drew online criticism because it makes founder Bob Moore, who passed away in 2024 at 94, less prominent in the logo, shifting his image to a new "seal."
Why it matters: This incident highlights the significant risks and public relations challenges involved in modernizing established brands with strong heritage and personal founder imagery, especially after the founder's passing, demonstrating that emotional connections often outweigh design clarity.
Decoder
- Rebrand: The process of changing the corporate image of an organization. This typically involves changing a company's logo, name, imagery, marketing strategy, and design style.* Turner Duckworth: A prominent design agency known for creating brand identities and packaging for global companies.
Original article
Bob's Red Mill has unveiled a modernized rebrand by Turner Duckworth featuring a cleaner logo, custom typography, and updated packaging designed to improve readability while preserving the brand's heritage feel. However, the redesign sparked backlash online because founder Bob Moore no longer appears prominently in the logo following his death in 2024, leading some critics to compare the reaction to the controversial and ultimately reversed Cracker Barrel rebrand.
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