King Arthur Baking Company started out as a flour company in the late 1700s, but has since grown to sell all kinds of baking ingredients, tools, and classes. They updated their logo and branding in 2020, but I wanted to see what I could do with the same brand identity and how far I could take it.
During the logo design process I explored visual symbols related to wheat and royalty, eventually settling on a royal seal that paired an elegant script font with a professional serif font and crossed wheat stalks. By then I had a warm color palette and some simple vector art that were perfect for patterns, packaging, and an 3D modeled endcap.