King Arthur Flour Rebrands To Enhance Focus On Baking

KIng Arthur Flour
The new King Arthur Flour logo.

King Arthur Flour now has a new name, King Arthur Baking Company.

The new moniker reflects what King Arthur has always been, a company of bakers who believe in the power of baking to forge community and bring joy. The new logo featuring a wheat crown celebrates the brand’s commitment to baking.

Founded in 1790, King Arthur has evolved from America’s first flour company to a leading baking resource, providing bakers with hundreds of ingredients, baking mixes and tools along with a thousands-strong library of free recipes and resources. 


In recent months, baking has become a national pastime, with 80% of infrequent bakers – those who previously baked a few times a year – now baking at least a few times a month. King Arthur responded to keep bakers baking by placing an enhanced focus on its baking education resources, refreshing its digital presence to better engage shoppers and fulfill direct to consumer sales, and introducing a new 3-pound bag of flour to get products 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.

“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 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,” said Ruth Perkins, Senior Creative Director at King Arthur Baking Company. “The logo, combined with our name change, harnesses who we are. We are bakers and we revel in the joy of baking.”

To celebrate the rebrand, King Arthur Baking Company is launching the Bake Joy campaign. Consumers can share photos of their baking creations with Bake Joy 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.