Pearl Milling Company Branding Manual

In Corporate Branding and Design, we were challenged to pick an existing company and redesign their identity. I chose Pearl Milling Company (formerly Aunt Jemima). As Pearl Milling Company, their logo was an old fashioned mill and waterwheel illustration. I was looking to step out of the formal, industrial, and vintage climate represented by that design to create something more in line with the homespun familiarity associated with their current tagline: “Stack up the moments.” I tried to create a brand that appealed to the next generation of families who will “stack up their moments” using Pearl Milling’s products. Applications for the new logo design included packaging, promotional materials, and advertising. Oddly enough, soon after this exercise, the company changed their logo to be a more modern and simplified version of their original.