Not just flour anymore
In a brilliant display of appropriate and deft branding, the King Arthur Flour Company is changing their name and their visual identity.
"Bill Tine, vp of marketing at King Arthur Baking Company, told Adweek that updating the name and logo of America’s oldest flour company was all about highlighting how it’s evolved over the past century. 'We’ve grown our offerings, our education and our resources well beyond flour. With hundreds of ingredients, baking mixes and tools, as well as a thousands-strong library of free recipes and resources, we’re truly a baking company,' Tine noted."
Article: King Arthur Flour’s Rebrand Aligns With a Lockdown-Inspired Trend