This rebrand project was a school project. Piggly Wiggly was the first self-serve supermarket in the United States, and it is a staple for small and rural communities. The objective of the rebrand was primarily to give the mascot logo an updated and distinct look of its own, given that the existing logo has long been accused of ripping off another famous mascot. Giving the pig a look of its own would support Piggly Wiggly's dedicated supporters in their love of a strong brand and bring the brand into the present.
