While in Montgomery, Alabama we went to the minor league baseball game. The team name: the Biscuits. We asked about the rationale behind such an unusual moniker, and the ticket seller said that it was what the people voted for. No biscuit factory in town; no baking legacy in the city, just a hats off to a Southern food favorite.
[What if all teams took part in identifying with indigenous delicacies? The Chicago Hot Dogs. The Boston Lobsters. The New Orleans Beignets. The Philadelphia Cheese Steaks. It could start a whole new trend.]
My favorite part of their branding wasn’t the two-dimensional icon (a biscuit) or their costumed mascot (Mo the Anteater), rather the live pig that was led around the stadium on a leash.
Her name: Miss Gravy. (As in biscuits and gravy, of course!) Can they have any more fun with this?
The next time you need to name something or come up with a theme, think about the Montgomery Biscuits. Don’t take yourself so seriously! They are merchandising marvels and proof that if you add a little humor, you can make anything work.
— beth triplett
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| The Biscuit print identity |
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| Big Mo the Mascot |