King Arthur Flour's Rebrand Aligns With a Lockdown-Inspired Trend

The 230-year-old company's new name and logo reflect its evolution

As the coronavirus crisis reached the U.S. in March, sending many businesses into an economic spiral, King Arthur Flour became an early (bread)winner, seeing sales rise like the sourdough bread that bored quarantined consumers couldn’t stop baking—up more than 2,000% year-over-year.