King Arthur Baking Company is a well-known national company that specializes in everything baking. First founded in 1790, King Arthur has been a staple in American Baking culture since the first Revolutionary War. The company held fast to its consistent quality, making it the go-to brand for high-quality flour and baking ingredients. King Arthur underwent a rebrand in 2019, bringing the brand to a new generation of bakers. As a graphic designer, it was my job to ensure the company followed this new brand as well as create new visuals that pushed the boundaries yet stayed cohesive to the aesthetic.
During my time with King Arthur, I was responsible for many projects ranging from designing the Baking School Cookbook to creating various packaging. I was also heavily involved in digital projects such as creating campaign web pages, social media campaigns, and email newsletter redesigns.
In 2022, The Baking School at King Arthur published its first cookbook, taking well-loved recipes taught in the classroom and bringing them to baker’s hands. The cookbook was designed to mimic a text-book, with notes and tips from teachers marked within the recipes. I was responsible for creating the overall aesthetic for the project, including typeface, layout, photography style, and cover design.
In our continuous efforts to reach new and veteran bakers, King Arthur Baking is always finding exciting ways to become the premiere source for all things baking. I was responsible for creating new packaging that is both exciting yet adheres to our established brand.
Over my time at King Arthur, I have been included in multiple digital projects. My background has always been digital design so these were venues where I was able to go back to my roots. King Arthur runs multiple campaigns a year, each one is unique in their branding. The challenge has always been walking the tight-rope of staying consistent with the brand yet finding new ways to innovate. This is also evident in my involvement with the email newsletter redesign. Working side-by-side with a developer, I was responsible for breathing new life into our email templates.
Company: King Arthur Baking Company
Creative Director: Ruth Perkins, Tomlynn Biondo
Designer: Michelle Chen
Services: Brand, Packaging, Digital designs
Photography credit: Rick Holbrook, Mark Weinberg