King Arthur Baking Company
Connecting a remarkable legacy to a new generation of bakers
01
Challenge
King Arthur Flour had a remarkable 230-year legacy and large, loyal fanbase. But their visual language was stagnant and didn’t reflect their active, ongoing presence in the baking community. Adding to that, as their longstanding consumers aged, they needed a fresh identity that maintained their connection with existing fans while speaking to a new generation of bakers.
02
Insight
Extensive research revealed much love for the King Arthur brand, even while consumers’ views on the role of baking had shifted. No longer a solo passion, younger bakers see it as a time to build community through a joyful, hands-on hobby. We recognized an opportunity to bring together longtime loyalists and a new generation of bakers by highlighting the universal joy baking brings them.
03
approach
Coinciding with a name shift to King Arthur Baking Company, we created a new logo and visual identity that pays homage to their heritage and “crowns” bakers everywhere. Their new brand world is centered on sharing the joy of baking through the perfect rises and even the spectacular fails. With the successful launch campaign, we extended the brand’s reach through product innovation, packaging architecture, sustainability communications, employee engagement and recruitment, and environmental design.
A transformation
| from: | To: |
|---|---|
| Dated and stodgy | Fresh and modern |
| For experienced bakers | For every baker |
| Serious | Joyful |
| We are the ruler | You rule |
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.
Results
Instagram posts from champions & fans
more engagement with launch posts than typical launch-related posts
earned media impressions
