King Arthur Flour Gets A New Brand Identity

It’s a brand new era for King Arthur.

The Vermont-based flour company, which has increasingly devoted itself to baking enthusiasts with recipes, innovative ingredients and even in-person and virtual baking classes, has announced a complete brand overhaul. It will now be known as King Arthur Baking to encompass the entirety of its brand.

“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, co-CEO, King Arthur Baking Company.

King Arthur revealed its new name as well as a new logo, a wheat crown, which represents the company’s heritage, culture, commitment to agriculture and its love of baking.

“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,” adds Colberg.

To celebrate, the company also launched a Bake Joy campaign where you can share photos of baking creations with Bake Joy GIFs and stickers on social media or try out the new Crown filter on Facebook and Instagram.

So, what are you waiting for? Get baking.

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