Pearl Milling Company

Last year we heard that Aunt Jemima’s was going to go through a rebranding, for all the right reasons, like several other brands with similarly, shall we say, outdated and “flawed” brand identities.

Now we are seeing the result of that Aunt Jemima rebranding … Pearl Milling Company. The name comes from the original company who made the products back in 1988. While some say it sounds “industrial", I personally think it makes sense to use some heritage elements to drive the new branding. Rather than it simply coming from out of the blue.

Note that the basic elements of design and colors remain in tact which are key cues that the products are still the same.

Fascinating to see the evolution and interesting to see which brands make similar moves soon.

What’s your experience? JIM