Challenge: Create a logo and visual identity system that speaks to the company’s future as much as it does to its history. A design to usher a heritage brand into the consciousness of a younger demographic while remaining near-and-dear to current audiences.

Solution: The wheat crown. A single symbol that stands for 3 core ideas. The quality of our products. Our amazing history and heritage. And our connection to agriculture. The mark is equal parts premium, authentic, and joyful to reflect the essence of the brand and strengthen the emotional connection bakers have with the company. The brand identity reinforces the idea that we are all bakers, and we revel in the joy of baking.

AIGA Expert Series | Rebranding King Arthur

The Follow-Up Podcast | Episode 007

Agency: Little & Co.