UMPQUA DAIRY PRODUCTS CO. REBRANDING
(removal of controversial and racist imagery)
- Misrepresentation of indigenous culture
- Imagery represents cultural stereotypes
+ Umpqua rebranding includes natural landscape imagery
+ Umpqua "Thundering Waters" is one of four rivers in Oregon
+ Oregon is famous for its rivers and mountains, featuring an "outdoor adventure" theme
+ Umpqua rebranding focuses on "rustic" outdoor scenery with eagle, trees, mountains, fog, feather/greenery, river and sun/moon design
Family business emphasis with clean printed text emphasizing script and period time.
Combining new rebranded imagery with script and overall look.
Image made into background "sticker" with traditional colors selected based on previous and current Umpqua Dairy Products Co. design on packaging.
Graphics set to background to emphasize product label and family owned business.
Native Indigenous ( The Cow Creek Band of Umpqua Tribe of Indians ) imagery connected with the Umpqua river depicts an eagle catching a fish. Fish is a major staple and source of livelihood for the local tribal communities. Overhead, an eagle flies over the scenery and river.
Balance is represented in the picture.
Stereotype imagery depicting indigenous peoples can be removed. The script alone is enough to suggest a "rugged" pioneer theme. The Chief depicted on the label is not accurate of the indigenous peoples who live in the Umpqua region.
An eagle, mountaintop or Umpqua river graphic can be put in place of the image.
#rebranding #umpqua #tribes #indigenous BY JDS BARONS (C) 2021
