America’s oldest flour company is from now on to be called King Arthur Baking Company, and its all-new logo, which features a wheat crown, is claimed to celebrate the brand’s commitment to baking.

Since its founding in Boston, Massachusetts, in 1790, King Arthur has evolved from being America’s first flour company to becoming a major baking resource, providing bakers with hundreds of ingredients, baking mixes, and tools, and a thousands-strong library of free recipes and resources.

In recent months, baking has become somewhat of a national pastime over in the USA, with 80 per cent of infrequent bakers – those who previously baked a few times a year – now baking at least a few times a month.

King Arthur has therefore responded by not only refreshing its digital presence in an effort to better engage bakers, but also by introducing a new 3-pound bag of flour to get product to consumers faster.

“King Arthur has always been a baking company at heart. The rebrand reaffirms our belief in the power of baking, and our commitment to inspiring bakers through every single touchpoint including our teaching and our products,” says Karen Colberg, King Arthur Baking Company’s co-CEO. “Our mission is rooted in building stronger communities, fostering the connections that come from baking and sharing. The new positioning as a baking company will enable us to continue to grow and welcome all bakers, from passionate life-long bakers to beginners.”

The refresh is the product of an 18-month brand research and creative strategy process.

“We set out to design a logo that’s equal parts premium, authentic, and joyful to reflect the essence of the brand and strengthen the emotional connection bakers have with us. The logo, combined with our name change, harnesses who we are. We are bakers and we revel in the joy of baking,” explains Ruth Perkins, senior creative director at King Arthur Baking Company.

The new logo and company name are officially live on the King Arthur Baking Company website and new product packaging will be rolling out in stores throughout the autumn.

Source: King Arthur Baking Company