Aunt Jemima to get a (way overdue) rebrand

Aunt Jemima
(Image credit: Quaker Oats)

Breakfast brand Aunt Jemima, owned by Quaker Oats, is soon to be rebranded, following years of commentary surrounding the brand's imagery. Critics say it portrays harmful racial stereotypes and is rooted in slavery and racism.  

According to Quaker Oats (a subsidiary of PepsiCo.) the brand design, which currently features an image of a black woman known as Aunt Jemima, will be phased out from the end of 2020, with a name change happening at a later date. It certainly has a long way to go before it'll rival our list of top packaging designs

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site and its long term strategy, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.

Latest in Branding
Monotype quiz
What's your type? Take this font quiz to find your soulmate
Microsoft To Do
People have some Very Strong Opinions on the Microsoft To Do icons
Between the Lines
"It's not enough to be a good writer”: Zosia Swidlicka on the importance of brand language in copywriting
Clippers logos old vs new
New LA Clippers logo is an instant classic
Reddit rebrand
'Help us clean up... that was the assignment': How we made Reddit's new identity
Rockstar energy drink
"Lively, buzzy and spirited": Rockstar rebrand ditches traditional energy drink aesthetics
Latest in News
Dove ad
Dove's new campaign wants to break you out of the selfie cycle
Crayola crayons eight colours
Crayola's nostalgic limited edition packs bring back 'lost' colours retired since 1990 – plus a Million Crayon Giveaway
Jaguar Type 00 in French ultramarine at Paris Fashion Week
The Jaguar rebrand has finally won me over after the Type 00 stole the show at Paris Fashion Week
A close up photo of the new ASUS ProArt 8K monitor.
ASUS just revealed the first-ever 8K Mini LED monitor (but I think you should buy this 4K one instead)
Sonic Adventure Redux
I'm not saying this Sonic Adventure Unreal Engine 5 remake is the best thing I've ever seen, but I'm not not saying it either
Screenshot from InZOI video game
Nvidia's AI characters are about to transform how we see video games