We’ve seen some controversial rebrands over the years, but it’s not often that a flour company gets people agitated over its logo design. The iconic Milwaukie brand Bob’s Red Mill has revealed a bold, modernised look with a custom typeface and new packaging with “wrap-around storytelling”, and it’s sparked comments recall the most controversial rebrand of 2025 – the cancelled Cracker Barrel rebrand.
Founded in 1978 by Bob and Charlee Moore, employee-owned Bob’s Red Mill long cultivated old-time heritage associations for its stone-ground flours, baking mixes and specialty grains. That included the use of a logo design that combined inspiration from hand-painted lettering with an illustration of Bob himself…