Aunt Jemima Maple Syrup Process Book

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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
Page 1 and 2: Original Syrup Product Re-Design Pr
Page 3 and 4: 2 Research/Analyses Phase Rational
Page 5: Context Fig 10 Fig 9 The product is
Page 9 and 10: Ideation Process After exploring va
Page 11 and 12: Issues with Prototype Even though t
Page 13 and 14: Re-Design Placement I was able to p

Aunt Jemima Maple Syrup Process Book

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