Change Without Purpose Is Just Noise: What 2025's Biggest Food Refreshes Teach Us

It may seem strange that people have such violent reactions to a change in font on a soup can or a simplified restaurant logo. But it’s natural. We care about food branding because food lives at the intersection of emotion and choice.

When a consumer reaches for a brand in the supermarket aisle, they aren’t just comparing ingredients. They are choosing a story they already believe in. A logo isn't just graphic design; it is shorthand for trust, comfort, and safety in one of the most competitive markets on earth.

So, when a beloved brand changes that shorthand, they aren't just updating a package. They're rewriting a memory.

In 2025, we saw major players roll the dice on this emotional connection. Some brands proved that a refresh can revitalise health conscious consumers. Others learned the hard way that erasing heritage can lead to months of online hate campaigns.

So what separates the wins from the disasters? Purpose.

The brands that thrived tied their visual changes to genuine customer behaviours. Those who changed for change's sake paid the price. To understand why, we’re looking at three distinct case studies from this year:

• The Good: A strategic evolution that deepened consumer trust.

• The Bad: A "modernisation" that erased history and alienated fans.

• The Fine: A functional update that ticked a box but moved no needles.

  
  

Here is what happened, and what it means for anyone considering a brand refresh.

The Good: Lay's

Lay's refresh didn't just change its logo. They started with a question: Do people know our chips come from real potatoes?

The answer surprised them: 42% of people didn't know they used farm-grown potatoes. So they built an entire refresh around reconnecting customers to that simple truth.

Responding to growing cultural concerns around processed food, every design choice flowed from that insight. Packaging now features sunburst "Lay's Rays," farm imagery, and close-ups of real ingredients. But the visuals were only half the equation. Artificial flavours and colours were removed. Healthier oils replaced old formulas. Ingredient transparency became the brand's new promise. Following wider clean eating trends, and identifying a clear customer issue, Lays produced a value driven redesign. 

The result? A refresh that feels earned, not cosmetic. Positive reception, strong visual storytelling, and a brand that honours its heritage while evolving for modern expectations.

The takeaway: Change works when it meets a real customer need. Lay's refresh matters because it addressed a real product challenge. 

The Bad: Cracker Barrel

If Lay's represents the gold standard for evolution, Cracker Barrel serves as the year's starkest cautionary tale, a rebrand that lasted longer in the news cycle than it did in practice.

Aiming to shed its perception as an "outdated" destination and capture a younger demographic, the brand went all in. They poured nearly $700 million into a massive modernisation effort that included revamping store interiors, removing iconic imagery, and significantly simplifying their logo. The goal was to signal a new era for the chain, but to customers, the execution signaled something else entirely: a rejection of their own identity.

The backlash was immediate and visceral. Social media erupted with accusations that the new look was "soulless," with long-time customers feeling that the brand was actively erasing the heritage they loved. The controversy spiraled beyond design critiques, becoming a politically hijacked culture war that no marketer wants to manage. The fallout was so severe that stock prices dipped, agency relationships were terminated, and within weeks, the brand was forced to revert the logos.

What went wrong? Cracker Barrel committed the cardinal sin of doing too much, too fast. Customers notoriously hate change, yet the brand offered no transition period, no explanation, and no attempt to soften the blow. They simply flipped a switch. By rushing to modernise, they forgot that nostalgia and tradition were their strengths, not weaknesses. It serves as a reminder that when you change everything overnight without communicating the purpose (e.g. a clearer visual identity, a more streamlined sales experience), it doesn't look like progress, it looks like a betrayal.

The Fine: Domino's

Domino's recent refresh is noticeable but not disruptive. A new custom font ("Domino's Sans"), updated pizza boxes and uniforms, and a fresh jingle. Critics have called it "bold, boring, kind of fine."

And that was entirely deliberate, and in itself a strength.

Domino's CMO has been clear: "There's risk in doing nothing." But the brand also understood there's equal risk in doing too much. They wanted a more modern identity without gambling away their recognisable visual equity. So they kept the same colours, made subtle font adjustments, and phased changes carefully to avoid alienation. It's worked too, with 73% of younger people supporting the new design (compared to 67% overall).

No revolution. No major changes. Just gentle evolution.

The lesson: Not every brand needs radical change. Sometimes "fine" is exactly the right strategy. Brands are living, evolving entities, and refreshes are necessary to stay relevant. But preserving recognition and equity often matters more than generating headlines. When your foundation is strong, small, smart updates can be all you need.

Conclusion: The Framework for a Successful Refresh in 2025/6

These three case studies, Lay’s, Cracker Barrel, and Domino’s, aren't just anecdotes; they are frameworks for any business considering a change. It reveals several pieces of insight that brands should ask themselves before considering an update or a refresh. 

1. Ask the Hardest Question First: Why does this matter to the customer? Lay's succeeded because their design connected to something tangible: ingredient transparency. If you can't articulate the customer value, you may not be ready for a meaningful refresh. You're just redecorating.

2. Know What You Are Actually Selling. Cracker Barrel thought they were selling food; their customers knew they were buying consistency. That disconnect didn't just cost millions, it damaged trust that took decades to build. Before you change a pixel, you must define exactly what your audience values.

3. Heritage is an Asset, Not Baggage. Your history isn't holding you back. It is proof you have earned trust. The brands that honored their roots fared far better than the one that tried to erase them. The goal of a refresh isn't to abandon your past; it is to translate it for a new era.

4. "Fine" is a Valid Goal. If you are an established brand, you don't always need to shock or disrupt. Domino's proved that a thoughtful, subtle update that avoids backlash is often smarter than a radical overhaul that risks alienation. Sometimes, the best design is the one that simply works without making a fuss.

5. It’s a Conversation, Not a Launch Domino's phased their changes; Lay's built a narrative. Cracker Barrel simply announced a revolution and expected applause, paying the price when customers felt unheard. Treat your brand’s evolution as a dialogue. Listen before you leap, and test before you commit.

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At Propellant, we bridge the gap between where your brand has been and where it needs to go—ensuring that when you change, you change for the better, not just for the sake of it.