Betty Crocker Rebranding
Betty Crocker Brand Standards Guide done for the branding class at the Academy of Art University.
Betty Crocker holds a very special place in almost every American's heart. Her ready to cook cake mixes and cake frosting has won thousands of hearts, both with women and her family members.
The challenge of this project was to pick a dead, dying or defunct brand and push the parameters of the brand by positioning it as what it "could" be if it were to embrace a totally new identity.
The soul of Betty Crocker was to be a friendly voice to woman in the kitchen, back in the day, when they had various cooking questions. She hasn't moved out of the kitchen since then.
With more and more women today, becoming more outgoing, independent and confident, I positioned the new Betty Crocker to be a voice of perseverance to woman everywhere, in spite of what stance they hold in the society. The new brand is for women everywhere, of all colors, of all ages. The new brand works to enhance the outer and inner life of a woman, at work, at home, for her body, mind and soul.