Leinenkugel’s to Update Logo, Trader Joe’s Says “No”

The Miller Brewing Company brand will remove the image of a Native American from its packaging in 2021, but Trader Joe’s says it will not change its packaging.

Kim Overstreet
Aug 3rd, 2020

Leinenkugel’s, the Chippewa Falls, WI brewer which was founded in 1867 and is now owned by Miller Brewing Company, will be dropping the Native American woman from its logo in the coming months, following suit of other companies who have recently removed controversial names and logos of minority figures from their packaging.

See: Aunt Jemima to be Retired by PepsiCo, Mars and Conagra Follow Suit

See: The Curious Case of the Disappearing Maiden—Land O’Lakes Rebrands

According to an AP article on WISN ABC, the updated logo will pay homage to the “Leinie’s” home of Chippewa Falls, and will debut in 2021. Company President Dick Leinenkugel said in a statement the brewery has been working to update the "look and feel" of the brand and ultimately decided to retire the image of the Native American woman.

Amidst many recent branding makeovers, Trader Joe’s recently pushed back to critics who petitioned for the removal of some TJ product packaging, Getty Images 185201384saying in a public announcement: “We want to be clear: we disagree that any of these labels are racist. We do not make decisions based on petitions.” The company stated that product names such as Trader Giotto’s, Trader José’s, and Trader Ming’s are “fun,” and “show appreciation for other cultures.” The statement also said, “Recently we have heard from many customers reaffirming that these name variations are largely viewed in exactly the way they were intended­—as an attempt to have fun with our product marketing. We continue our ongoing evaluation, and those products that resonate with our customers and sell well will remain on our shelves.”

Packaging World Editor Matt Reynolds addressed the topic of these packaging reforms as a reflection of society at large in a recent article “Packaging No Spectator to This Social Moment.” In it, he said, “Packaging isn’t separate from society, it’s a reflection of it. As such, the industry is constantly struggling to reinvent itself to match the society it serves.”

See: Brands Keep Pace by Eliminating Racist Packaging Imagery


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