Yellow Bonnet Brand Development
Founded in 1865, the Springﬁeld Grocer Company, now SGC Foodservice, stocked everything from ammunition to barb wire to clothing to school supplies. The evolution from small farmsteads to the urbanization of once smaller rural communities gave rise to the Yellow Bonnet brand.
In the early 20th century SGC began to focus on supplying small business operators with nearly everything needed to stock their stores and storerooms. SGC leveraged the demand by creating entirely ownable retail brands with Yellow Bonnet the most successful and most memorable.
The Yellow Bonnet brand was everywhere, and everywhere it appeared, so did the Yellow Bonnet girl. Match boxes, containers of syrup, bottles of grape juice, jars of salad dressing, coffee tins, cocoa labels, and on about any staple grocery item imaginable. Regionally, the brand was as recognizable as any national brand is today.
The hallmark of the Yellow Bonnet brand is the beloved girl synonymous with it. Re-imagined and redrafted, her new look is conﬁdent, optimistic and determined, a clear departure away from the original demurred Yellow Bonnet Girl.
Simplifying the new Yellow Bonnet Girl rendering down to its most basic elements, she is transformed into something more contemporary while still holding true to the heritage she represents.