King’s Hawaiian is marking its 75th anniversary with a brand refresh, followed with new retail packaging in July.
This strategic evolution aims to reinforce its market leadership and connect with a new generation of consumers, offering grocers a fresh opportunity for category growth.
Since Robert Taira opened his first bakery in Hilo, Hawaii, in 1950, King’s Hawaiian has remained a family-owned and operated business, steadfast in its commitment to original recipes and the authentic Aloha Spirit for three generations.
“As we mark the milestone of King’s Hawaiian’s 75th anniversary, we want to not just look back at the company’s past, but think about the next 75 years as well,” said Raouf Moussa, chief marketing officer at King’s Hawaiian.
“This felt like the perfect time to evolve our visual identity so that our brand look and feel reflects the warmth, good times and Aloha Spirit that has come to define King’s Hawaiian with modern flourishes that will stand the test of time.”
This brand evolution balances King’s Hawaiian’s rich legacy with a forward-looking vision, designed to enhance shelf appeal and attract a broader consumer base.
“Everything about this refresh was done with purpose,” said Liz Bondor, head of creative at King’s Hawaiian.
“As we approached the evolution of the brand, we set out to honor our heritage while infusing it with a vibrant new energy. In collaboration with our creative partner, Mrs&Mr, we evolved the design of the King’s Hawaiian crown – one of our most distinctive brand assets – to reflect the qualities of our iconic Original Hawaiian Sweet Rolls: soft, warm and oven-baked.”
The updated packaging retains its recognizable orange color, framing each bag and highlighting its see-through window that showcases the product. This iconic orange is now complemented by a vibrant new color palette of red, yellow, gold and cream, inspired by the brand’s community and rich Hawaiian heritage. A new ribbon motif, drawing inspiration from native Hawaiian flowers, adorns each package. An eclectic new typography system enhances the refreshed look, adding a playful character to the overall brand expression. This cohesive new visual identity is engineered to boost consumer engagement and drive sales for grocery partners.
[RELATED: King’s Hawaiian Celebrates Tailgate Season With Giveaway]