Aunt Jemima Maple Syrup Process Book

Original
Syrup
Product Re-Design
Process Book
Tradition with Modernity
Jordan Anthony Tate

1
Product Introduction
Brief History
Fig 1
Aunt Jemima established mainstream recognition
since its inception in 1966. It is known to be one of
the leading brands in the production and distribution
of breakfast foods and some related condiments. The
founders of the company which was initially named
Pearl Milling Company, Chriss L Rutt and Charles
G Underwood started the company after purchasing
a bankrupt flour mill in 1888. Rutt and Underwood
originally intended to sell flour, however at that time
the flour market was over-saturated which made it
difficult for Rutt and Underwood to develop their
business.
It was at the time Rutt and Underwood invented,
whats known as a ready made pancake mix and
used excess flour from their mill to support the
production of the invention. The ready made pancake
mix was initially called “Last Ready Mix” and was
distributed to the public in white paper sacks.
In late 1889 Rutt and Underwood tried to market
their ready made pancake mix by appropriating a
character from a minstrel show Rutt saw earlier
that year. They renamed the pancake mix Aunt
Jemima Pancake Mix in an attempt to popularize
their product. This unfortunately didn’t work
and Rutt and Underwood was forced to sell their
company to the Randolph Truett Davis Milling
Company in St. Joseph, Missouri, in 1890.
The R. T. Davis Milling Company had better luck
at marketing the ready made pancake mix. Over
the years they hired multiple African American
women to portray the aunt Jemima character and
to participate in public promotional events like
cooking displays, advertisements and Expos. This
method of marketing proved to be very successful
and as a result all products and including the mill
was renamed under the moniker Aunt Jemima.
In 1926 the world renowned Quaker Oats Company
bought the brand. They adopted the same marketing
strategy as the previous owner which continued
the development of the brand. They are the current
brand owners and still adopt this marketing strategy.
In 1966 Quaker Oats introduced Aunt Jemima Syrup as a way to expand their product line.
Product Description
It is a thick textured, man made food condiment
that is usually consumed with breakfast foods
such as pancakes and waffles. It has no natural
ingredients and is mostly compromised of artificial
flavors and chemicals such as High Fructose Corn
Syrup.Even though the product is marketed as
maple syrup it truthfully is not authentic maple
syrup. It is however a cheaper more convenient
alternative that attempts to mimic authentic maple
syrup’s taste and texture. The Product is usually
distributed on shelfs in stores and supermarkets
usually in the breakfast aisle. Aunt Jemima Maple
syrup comes in various varieties.(refer to fig 1)

2 Research/Analyses Phase
Rational for Redesign
• I chose to redesign this product because I have a personal connection
with this product. Growing up this was always a product that could be
found in my kitchen. I have, not to my knowledge consumed any other
brand of pancake syrup.
• After preliminary research I have realized the strong racist history tied
to the development of the product. Even today there are subtle racial
elements on the package. Being of the offended race I would like to
redesign this package so that it can be more appropriate to all races.
• The bottle design and label are over 100 years old. Throughout the
years there have been the creation of more practical and efficient forms
and designs, that would not only benefit the company financially but
also the surrounding environment’s health.
Product Analysis
The current Aunty Jemima bottle and label which was updated from
its traditional/ controversial version in 1989 is an almost liquor style
bottled shaped except with plastic and smaller. There is also noticeable
grooves at the neck of the bottle where a stamp of the logo typeface is
utilized.
The label utilities a warm color scheme which is evident by the golden/
yellow and red/ burgundy colors. The appearance of the label is of an
odd shape, a form which allowed the label to house a suitable amount
of imagery and information in relation to the surface real estate of the
bottle.
Fig 2
Front Label
Serif font which is used
as the brand Identity
Script used to tell
the variety of syrup
From my observation I can identify three different categories.
Although it is unusual to use more than two typefaces, the three
typefaces posses some form of cohesion. They work together to portray
a homely/ warm feeling.
The label is 5" long and 3" it conforms to the shape of the bottle . From
my observation, from a hierarchal perspective, most of the attention is
placed on the image of “Aunt Jemima,” then the brand name, then the
variety of syrup then the glamorization of the product by using imagery
of savory pancakes with maple syrup and butter. (Refer to fig 3)
Fig 3
Back Label
Serif font which is used
as the brand Identity
Sans serif font
Once again the most prominent aspect of the back label is the image of
“Aunt Jemima,”then the red highlighted area “do not consume if inner
seal is torn or missing” then the brand name, and finally the nutritional
facts and following text.
On the back label there are only two categories of typeface. The same
transitional serif font as the one the front used for the brand name and
the other typeface is a sans serif font used to display the nutritional facts
and other supporting information. (Refer to fig 4)
Fig 4

Current Packaging Issues
Users and Values
When considering stacking and storing ability for transportation, domestic
use, or shelf use, the current bottle’s design could be better designed to allow
for a more ideal and comfortable stacking and storing conditions for each
situation.
It is also a common problem of Maple syrup bottles to have a messing/
sticky cap after us.
Considering Maple syrups viscosity it is rather difficult to acquire the last
remaining amounts in a nearly depleted bottle. In order to do so you would
have to invert the bottle and wait till the slow moving liquid reached the
cap. A very time consuming task which can affect the user preference of a
product.
Fig 5
Aunt Jemima maple syrup target consumer at its inception were usually
white mid wives usually between the ages of 25 – 40 usually of middle class
income, after doing research into to advertisements and marketing strategies
I observed that a white young mid wife was always shown using the product.
At this time period women were the captains of domestic roles and were
usually the ones that stayed home and prepared food. (Refer to fig 6)
Fig 6
As you can see in fig 5 there is a strong similarity with maple syrup bottles,
which makes it very difficult to differentiate between brands. It is also
evident that the color scheme is conventional (brown, yellow, gold, and red)
The utilization of the black lady held a racial subconscious purpose which
was shared amongst its target consumers during its inception. In today’s
society this subconscious meaning is derogative and detrimental to its
success and should be modified to appeal to a more diverse audience.
The target user were usually a Caucasian nuclear families usually in the
middle class income bracket.
Fig 7
The User is a 30 year old black female who has a just moved in a new house
with her husband. She has 4 kids in preschool and is usually busy minding
them when they are at home. She is a stay at home wife who caters to the
house. She has to run to the supermarket before she has to pick up her kids
from school.
She has to purchase a considerable amount of food to provide for her family
and storage space is usually limited. She does her shopping very quickly
and always chooses the most trusted and appropriate brand for her family.
Since the majority of people in the house are children the atmosphere
of the house is usually hectic and messy. The user always takes this fact
into consideration so she always purchases items that are easy to use and
resistant to breakage.
Her family lives in Richmond Vancouver and fall in the middle
class category.
Fig 8

Context
Fig
10
Fig 9
The product is used in the kitchen usually on the table in a breakfast
situation where the user is eating. As it is a condiment it needs to be in
convenient reach of the user and should not take up allot of surface area
(should be compact)
Maple syrup is used as desired. The user can apply maple syrup to their
meal as much as they like. So an ergonomic bottle which is comfortable for
repeated use is necessary.
In order to use the product you have to invert and squeeze the bottle. When
it is almost done you have to shake the bottle so it will pour more quickly
Fig 10
The product is also stored in the fridge so a compact, basic shape is the most
ideal as fridge space is usually limited.

Market Research and Analysis
Fig 13
Category Analysis
The product is a food condiment that is used frequently with a very popular
breakfast meal. It is comparable to ketchup, mustard and other toppings.
Fig 11
Brand Positioning Objectives
The Aunt Jemima brand was named the same name as their mascot, Aunt
Jemima. Essentially Aunt Jemima is an antebellum Happy ‘Mammy” in
other words a happy, useful and reliable domestic slave. This concept
appealed to the southern mentality of white people as they related the
products to the perception of reliability, utility. It had appeal because
essentially it was depicted as a slave in a box. (Refer to figure 13)
Communication Priorities
Based on the label the highest priorities is the name of the brand and the
glamorous imagery of the pancakes and syrup. Secondly would be the
mascot image and the type of product. I also observed that the product does
not have a literal description of what it is. It uses imagery to describe the
product.
Competitive Analysis
The Aunt Jemima brand is a very familiar and popular brand. It was one of
the most commonly seen brands of maple syrup. The color schemes and
bottle designs is conventional and is quickly recognized by consumers as
maple syrup. When compared to other brands however there are barely any
differencing qualities in respect to packaging.
(Refer to figure 5)
Product Attributes
The Aunt Jemima product attributes is one of a homely, predominantly
warm, glamorous and friendly qualities. This is evident by the warm
color scheme, the smiling face of “Aunt Jemima” and the savory imagery
of the pancakes.
Fig 12
Design Criteria
Easy to use, convenient inviting design which has appeal to mothers and
wives. Since it is a firmly developed company the name of the brand is
important so it should be at the highest priority. Also the use of savory
images will also help to describe the product contents without wordy
descriptions.

3 Conceptualization Phase
Inspiration
Bottle Designs
Colour Exploration
Fig 14 Fig 15 Fig 16
Fig 17 Fig 18 Fig 19
Fig 20

Ideation Process
Initial Direction
After researching various bottle designs and shapes I discovered that many
modern bottles are made in a very standard shape. A shape which promotes
maximum efficiency and viability for storage, transportation and structural
strength. I initially decided to adopt an already existing bottle and repurpose
it for the redesign of the Aunt Jemima pancake syrup.
I chose the Heinz ketchup bottle to re-purpose (fig 17) because this bottle
design would satisfy the redesign purpose of modernity and practicality as
this bottle has a no mess cap, it is inverted so the contents is always ready to
be dispensed, the bottles shape is ideal for storage and transportation and
the surface real estate makes it possible for a bigger label.
In terms of color however I contemplated the effectiveness of the preexisting
color scheme. I then deduced that even though the major label
color is red (refer to fig 3) and red is a color which calls attention there is
still difficulty in differentiating brands while placed with its competitors.
(Refer to fig 5)
However I did not want to alter the color scheme to the point where the
brand identity is completely different. So basically I decided to use the same
colors of the brand identity but in way that would separate itself on the shelf
from its competitors.
Fig 21
Fig 22
Focus Group
After I pitched my direction to my assigned focus group they did not seem
to agree the concept of re-purposing pre-made bottles. They said that the
bottle was too known for ketchup bottles I also had this opinion but I
figured the contents and label of the new package would over power the
viewers familiarity for of the bottle.
They suggested that I design my own bottle and create it from vacuum-form.
Fig 23
After receiving guidance from my focus group I began to draw sketches of a
bottle designs. I drew influences from, existing bottles of food condiments.
(Refer to fig 14- 17)

Ideation Process
After exploring various ideas and forms I decided to settle on the most
viable and appropriate form. I took inspiration from traditional maple syrup
bottles and integrate the skeumorph handles into my design. (Refer to fig 24)
Fig 24 Fig 25
However I decided to take influences from the Heinz inverted ketchup
bottle as well and integrate its basic shape into my design, so my design
could inherent its practical characteristics. I still kept the skeumorph so it
can have an association with authentic maple syrup. (Refer to fig 25)

4 Development/ Production Phase
Prototype
Fig 26
The resulting plastic bottle came out as desired and was assembled to the
best of my ability. (Refer to fig 28)
Fig 26
In order to make a plastic bottle using the vacuum-form methods I had to
create a foam mold. I created the mold by sanding down three equal blocks
of foam that were glued together.
The final product was then cut in half to create the different hemispheres of
the plastic bottle.
(Refer to fig 26 - 27)
Fig 27

Issues with Prototype
Even though the bottle came out as desired it was not functional as there
was holes along the jointed areas of the hemisphere.
Also after doing some more research on bottle production I realized that the
company would spend more money designing a new bottle.
I presented my prototype to the class and also explained the new issues
associated with it.
The class told me to reconsider my idea of re-purposing the inverted Heinz
Ketchup bottle
label Design
This was my first label design. The color scheme and imagery retains
characteristics from the pre-existing label. I made the background white so
there could be a lot of contrast with the contents of the bottle and also with
the pre-existing brands whilst on the shelf.
The font for the brand name is unknown, I could not find any information
regarding it. I also retained the drop shadow behind the brand name , so the
label doesn’t stray too far from the pre-existing.
The other serif font on the front label is Arno pro. I chose this font because
it helps to translate a traditional warmth which is characteristic of the Aunt
Jemima brand. I chose this orange-ish color to achieve a certain kind of
cohesion with the theme of the label.
I also used another adorned image to help persuade the consumer to
purchase the product.
( Refer to fig 29)
Fig 28-29
The back label is of the same color of the “Original” on the front label. It
helps to solidify the design and also provides enough contrast with the
white to be functional. The font however is Akzidenz-Grotesk. I chose this
font because it is a legible sans serif at small sizes. (Refer to fig 28)

Final Design
Fig 31
Issues with Label
The color of the brand name was not powerful enough so I changed the
color to a red which is similar to the one found on the brand identity.
(Refer to fig 30)
Fig 30
Fig 32

Re-Design Placement
I was able to place my re-design in a real world scenario on the shelfs of a
supermarket. By doing this I was able to see whether or not my re-design
satisfied the criteria of the rationale.
I can safely say that the re-design was able to comfortably solve the previous
issues and to also satisfy the re-design rationale
In conclusion I think I was able to achieve a great balance of traditional
value and modernity through this deisgn.
(Refer to fig 33)
Fig 33

Self- Assessment
I realised after doing this assignment that functionality and practicality is
always paramount and aesthetic value comes second. I had to sacrifice a lot
of beautify characteristics to accomplish a perfectly practical design.