Tag Archives: rebranding


Packaging Spotlight: King Arthur Flour, Now King Arthur Baking Company, Rebrands to Celebrate Commitment to Baking


America's oldest flour company introduces new logo to represent its heritage, quality, commitment to agriculture and, most of all, baking

NORWICH, Vt., July 20, 2020 /PRNewswire/ -- The country's oldest flour company is now King Arthur Baking Company. The rebrand of King Arthur Flour reflects what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy. The new logo, which features a wheat crown, celebrates the brand's commitment to baking.

Since its start in 1790, King Arthur has evolved from America's first flour company to the leading baking resource, providing bakers with hundreds of ingredients, baking mixes, and tools, and a thousands-strong library of free recipes and resources. In recent months, baking has become a national pastime, with 80 percent of infrequent bakers – those who previously baked a few times a year - now baking at least a few times a month. King Arthur responded rapidly to keep bakers baking by placing an enhanced focus on its already robust baking education resources, refreshing its digital presence to better engage bakers and fulfill direct to consumer sales, and introducing a new 3-pound bag of flour to get product 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.

"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," 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 a rigorous 18-month brand research and creative strategy process, centered on our commitment to sharing the love and joy of baking.

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

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, because when you bake, you bake joy.

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.

About King Arthur Baking Company:
King Arthur Baking Company has been sharing the joy of baking since 1790. Headquartered in Norwich, Vermont, a certified B Corp, and 100% employee-owned, King Arthur Baking is the ultimate baking resource, providing the highest quality ingredients for the most delicious baked goods, while inspiring connections and community through baking. King Arthur's superior flours and mixes are available in supermarkets nationwide. Visit KingArthurBaking.com for more specialty baking items, mixes, gluten-free products, recipes, guides, and more. Follow King Arthur Baking Company on Facebook, Instagram or Twitter.



King Arthur Baking Company Signature Flours

King Arthur Baking Company Signature Flours



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Packaging Spotlight: Flour “Ryazanochka” rebranding



Designed by

Ohmybrand studio
Moscow, Russian Federation

Moscow, Russian Federation



Together with the 2Sharp Agency the Studio Ohmybrand has taken part in the work on the rebranding of the flour “Ryazanochka” for the company “Grain Holding”, the largest flour producer. It was necessary to show European quality of the product as well as how natural it was.

The new packaging has emphasized the contact with the richness of Russian land. The new look of the flour “Ryazanochka” is a feast for the eyes: wheat fields, endless sky, heartwarming rustic comfort. Large panoramic photos make it easy to differentiate this range of products from more than 20 SKUs.
Innovative for the category, minimalistic visual solution allows to separate the brand from competitors on the shelf and show that the product is really high quality.











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Supplement Spotlight: Ka’Chava Gets a Make Over




The Healthiest On-The-Go Meal

We feel strongly that one of the biggest challenges holding us back from achieving our health goals is all the time and effort involved with the daily chore of trying to manage our diet with clean, nutritious food.

We were tired of having to piece together all the important nutrients we need each day from so many different "single-function" supplements and food sources.

And we were frustrated with all the unhealthy additives and sweeteners found in so many of the trendy "health" products out there claiming to be good for us.








protein Fiber omega 3 greens antioxidants probiotics adaptogens vitamins & minerals

Clean and Natural

We refused to cut corners with any of the artificial sweeteners, artificial flavors, preservatives or any of the other unhealthy fillers found in most "health" products. Ka'Chava is plant-based, 100% Vegan, with no animal products and no allergens like Gluten, Dairy, or Soy.





Inspired By Ancient Wisdom

The nutrient-rich superfoods in Ka'Chava have been used for centuries by tribal cultures to boost their energy, control their hunger, and help combat stress. The name Ka'Chava comes from the Mayan word for Earth - a tribute to the South American origins of so many of our superfoods.




For Today's Fast-Paced Lifestyle

Just combine 2 heaping scoops of Ka'Chava with 12 oz of chilled water or other beverage (like almond milk, etc.) in a shaker cup or blender and mix well for a delicious meal in less than 60 seconds... then get on with your day!

There are two great tasting flavors of Ka'Chava to choose from: Chocolate and Vanilla.






Our Team

We've come together on a mission to bring nutritional products to a higher standard of quality and to help those around us reach their health goals. We're excited to share this labor of love with you and hope that you will enjoy all the great health benefits it can bring you!

Thank you for all your support and encouragement along the journey!








Company: Ka'Chava
Brand: Ka'Chava
Slogan: Tribal Superfood
Origin: USA
Category: Supplement
Packaging: 825g
Claims: On the Go, Digestive Health, Hunger Control, Mental Focus, Vegan, Gluten Free, No Dairy, No Soy, No Preservatives, No Artificial Anything
Variants: Chocolate, Vanilla
Price: $59.46
Where to Buy: Buy Online
Website: kachava.com







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Packaging Spotlight: Seed and Bean reveals new “kaleidoscopic” brand identity



Seed and Bean, the UK’s most ethical chocolate brand, as voted by the Good Shopper Guide in 2012-2013, relaunches with a bright and eye-catching look that mirrors the label’s “magic, creativity and passionate personality.” The rebranding has been carried out by Family (and friends), which has developed the new design along with the new message of the chocolate brand with an organic and Fairtrade background.  Read More @ Popsop






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Drink Spotlight: Simply Great Juices Rebranding


Simply Great Juices have gone under a rebranding recently and have added new flavors.

"The new look pack design signals a complete reposition for the brand from the health drink with one flavour proposition to a lifestyle brand with the introduction of new flavours in early 2014." Says CEO Adam Pritchard. "Moving from a specialist in one fruit to producing a range of flavours was a decision that wasn't taken lightly. The category needed invigorating and that's exactly what we have done with Simply Great."

The rebranding will be supported by a significant investment in marketing and PR throughout 2014, plus a new look website to drive consumer engagement.


Who else wants to feel simply great? You will with 100% natural sweetness!

Selecting the world’s finest varieties of our chosen SuperFruits, we uniquely blend great drinks with 100% natural sweetness… guaranteed






Company: Simply Great
Brand: Simply Great
Slogan: 100% Natural Sweetness
Origin: UK
Category: Juice
Packaging:1 liter, 330ml
Claims: 100% Natural, Great Taste Guaranteed
Variants: PomeGreat, MangoGreat, CranGreat
Where to Buy: Tesco
Website: simplygreatdrinks.co




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Alcohol Spotlight: Gancia One Lemon Ready to Drink



Gancia One is an alcohol flavored carbonated beverage manufactured by Cepas in Argentina. Fresh flavors combined with carbonation make for a delicious beverage to be enjoyed at the beach, with friends or in a bar or club atmosphere. Gancia One comes in four different flavors, Lemon, Apple and Pomelo.  Gancia One retails in can and bottle presentations now with a new modern design.  This party in a bottle has something for everyone and is worth trying next time you are in Argentina.






Carbonated Water, Alcohol, Sugar/High Fructose Corn Syrup, Aromatic Herbs Infusion, Lemon Natural Juice, Citric Acid, Tartaric Acid, Aroma, Sodium Citrate, Sodium Benzoate, Ins 307, Ins 385.

Company: Cepas
Brand: Gancia One
Origin: Argentina
Category: Alcohol, Ready to Drink
Packaging: 354ml can, 265ml bottle, 750ml bottle
Claims: 7%
Variants: Berry, Pomelo, Apple, Limon
Price: Coming Soon
Where to Buy: Argentina
Website: ganciaone.com.ar









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