Exclusive: The story behind Blue Plate Mayo's new logo

• The New Orleans-based company also owns Luzianne, Swans Down Cake Flour, CDM Coffee, French Market Coffee and more.
• Blue Plate was made in Gretna before moving to a Mid-City factory. It’s now made in Knoxville.

Flashback: The new logo is a throwback to the vintage blue Willow Ware dishes from the 1930s and 1940s, Blue Plate spokesman Dan Trahant tells Axios.

• One of the founders of Blue Plate was inspired by the plate and saw it as a “symbol of home, family, tradition and the pleasures of good cooking and good company,” Trahant says.
• The new label also incorporates the front on the old factory in Mid-City that is now home to the Blue Plate Lofts.
• Plus, it’s a nod to a vintage Blue Plate jar that’s in Reily Foods’ collection.

What they did: Tilt, a design agency in Baton Rouge, worked on the rebranding for about a year, Trahant says.

• The logo now leans heavily on the company's Louisiana roots and incorporates a flying pelican, magnolias and a paddlewheel in the water.
• The company kept the blue and yellow color scheme that was used for years on the previous label.

• The cost of the rebranding was not disclosed.

What’s next: All Blue Plate products will get the new label during the next few months. But don't worry — Trahant assures us the recipes aren’t changing.

1 fun thing to go: Trahant, senior brand manager for Blue Plate, weighs in on how he eats Blue Plate products.

• Favorite product: "The New Orleans Hot & Spicy Mayonnaise that we just launched. I love spicy foods."
• Favorite way to eat Blue Plate: "A po'boy without Blue Plate is just a sandwich, so I'm going to have to go with a fried shrimp po'boy, dressed."

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