The Sara Lee Corporation, owners of several consumer brands, is splitting up into two companies, one for its North American operations and one for its international beverage business, primarily coffee brands like Douwe Egberts, and bakery products, and another for its North American operations, primarily made up of meat-based food brands.
This week, on June 5, the new corporate identity for the latter company was unveiled, which will start trading in July. It will take the name Hillshire Brands from one of its brands, Hillshire Farm. Other brands within the company are Ball Park, Gallo Salame, Jimmy Dean and State Fair, and the company will continue using the Sara Lee name for some products and its foodservice division.
The visual identity was developed by Duffy & Partners, who has previously worked with the company's consumer brands. They were also behind a similar rebrand for the Malt-O-Meal Company earlier this year.
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