The King Arthur Baking Company rebrand was the product of a rigorous 18-month brand research and creative strategy process, centered on the commitment to sharing the love and joy of baking. The rebrand of King Arthur Flour reflects what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy. The new logo, which features a wheat crown, celebrates the brand’s commitment to baking.

Agency: Little & Co.
Packaging Design: Alana Park
Photography: Mark Weinberg, Rick Holbrook