Bob’s Red Mill has a plan to win grocery store shelves: a better logo

When Bob’s Red Mill began in 1978, it was a flour company operated out of a literal red mill by one dedicated married couple. Since then, it’s grown into a grocery store staple with more than 200 products—and, along the way, its fascinating brand story has gotten lost amidst a sea of colorful, overwhelming packaging. To fix that, the company has spent three years on a full branding overhaul to bring all of its products back under one mill roof. Bob’s Red Mill began as the passion project of t...