As a novice home baker, I personally use King Arthur Flour as my favorite flour and I naturally wanted to take on rebranded the beloved flour brand. My brother Austin who also is a graphic designer collaborated with me on this project as well.
King Arthur Flour is almost as old as the United States and is weaved in the baking industry as well as the hearts of home bakers. The company's long history of commitment to quality and working closely with its' farmers was the reason to reimagine the brand in Americana visuals. Those visuals would be brought to life from fonts used during the 1950s and the texture of the halftones on the printed catalogue page.