The country’s oldest flour company is now King Arthur Baking Company.
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.
Since its start in 1790, King Arthur has evolved from America’s first
flour company to the leading 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 a national pastime, with 80 percent of infrequent bakers – those
who previously baked a few times a year - now baking at least a few
times a month. King Arthur responded rapidly to keep bakers baking by
placing an enhanced focus on its already robust baking education
resources, refreshing its digital presence to better engage bakers and
fulfill direct to consumer sales, and introducing a new 3-pound bag of
flour to get product to consumers faster. These shifts have empowered
the brand to introduce baking to more people than ever before, and to
engage with bakers everywhere in a meaningful and educational way.
“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,” said 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 King Arthur Baking Company rebrand is the product of a rigorous
18-month brand research and creative strategy process, centered on our
commitment to sharing the love and joy of baking.
“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,” said Ruth Perkins, Senior Creative Director at King
Arthur Baking Company.
To celebrate the rebrand, King Arthur Baking Company is launching a
digital campaign. Consumers can share photos of their baking creations
with new GIFs and stickers on social media or try out the new Crown
filter on Facebook and Instagram.
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 fall.
About King Arthur Baking Company:
King Arthur Baking Company has been sharing the joy of baking since
1790. Headquartered in Norwich, Vermont, a certified B Corp, and 100%
employee-owned, King Arthur Baking is the ultimate baking resource,
providing the highest quality ingredients for the most delicious baked
goods, while inspiring connections and community through baking. King
Arthur’s superior flours and mixes are available in supermarkets
nationwide. Visit KingArthurBaking.com for more specialty baking items,
mixes, gluten-free products, recipes, guides, and more. Follow King
Arthur Baking Company on
Facebook,
Instagram or
Twitter.
