Ask
Discovery
Pearl Milling Company wants to connect with Aunt Jemima
People don't know Pearl Milling Company and Aunt Jemima is the same brand
The brand identity is almost unrecognizable
Brand relaunch and connect the company to Montana
Problem
Execution
Rebranding Strategy
Pearl Milling Company is a Pancake Mix and syrup company that lost it's brand Identity when there was a controversy behind its logo and name. It was clear that it had a racist history and that caused the company to change their name. We wanted to revitalized the brand and give the consumers something to follow again.
BACKGROUND
Pearl Milling Company is the orginial name of popular pancake mix and syrup brand “Aunt Jemima”. After a spark in controversy the brand reverted back to it’s original name. The company was formed in 1888 and adopted the caricuture “Aunt jemima” in 1957 and launched their now wildly popular pancake and waffle mix, along with syrup.
The Problem
Pearl Milling Company left all of their brand recognition with Aunt Jemima. If you ask the average consumer what does Pearl Milling Company sell they more than liekly can’t answer even if they’re a buyer of Aunt Jemima in the past. The sudden change may have threw they’re soft-fans off and is potentially leaving a void for another brand to capture the consumer’s attention.
The Execution
This is our oppurtunity to have Montana pride and give people something to follow. Aunt Jamima made you feel like you was getting her secret recipe for syrup. Take that same idea but make the Identity of the brand about Montana as it’s best kept secret. Change the logo from a factory to Montana’s state flower and change the name to “Montana Rising” to represent the amazing views of Montana
Credits
Strategy
Art Direction
Tony Ward