King\u2019s Hawaiian brand<\/a> to honor our rich heritage while infusing and modernizing it with vibrant energy. The new identity reflects a thoughtful evolution\u2014crafted through deep creative partnership with Mrs&Mr to ensure every detail felt authentic, and forward-looking,\u201d said Liz Bondor, Head of Creative, King\u2019s Hawaiian.<\/p>\nInspired by the signature roundness of King\u2019s Hawaiian\u2019s original rolls, the brand\u2019s iconic crown was redrawn by hand. Its once-sharp edges have been softened, and its forms gently puffed and plumped to evoke the warmth and freshness of oven-baked rolls\u2014a homage to the product that started it all.<\/p>\n
The wordmark, long set in a traditional all-uppercase serif, has undergone a complete transformation. Now rendered in custom, lowercase lettering, it introduces a friendlier, more approachable personality. The typography captures the brand\u2019s joyful spirit and mirrors the soft, pillowy texture of the rolls themselves.<\/p>\n
While King\u2019s Hawaiian is instantly recognized by its signature orange, the rebrand introduces a fresher, more vibrant take on the orange color. This lively new orange is paired with complementary hues of red, yellow, gold, and cream\u2014creating a cohesive and expressive palette that brings unity across the brand\u2019s growing portfolio of products.\u00a0<\/p>\n
The refreshed packaging features custom illustrations inspired by traditional Hawaiian flora\u2014Hibiscus, Monstera, and Plumeria\u2014infusing each product with a sense of place and heritage. Mrs&Mr also introduced a ribbon-like motif that wraps every package, elevating each item to feel like a gift. To deepen the brand\u2019s storytelling, a playful stamp system was created, showcasing spirited, bakery-inspired messages that nod to King\u2019s Hawaiian\u2019s origins and adds a warm, personal touch.\u00a0<\/p>\n
Infused with the refreshed color palette, King\u2019s Hawaiian\u2019s updated imagery is vibrant, bold, and unmistakably modern. High-contrast lifestyle and product photography, paired with bright, directional lighting, brings warmth to every scene. Layered compositions capture the rich textures of shared meals and playful gatherings, reinforcing the brand\u2019s inherently sociable spirit. The bold use of color and visual energy makes every moment feel joyful, effortless, and designed for connection\u2014perfectly reflecting the shareable nature of the product and the heart of the brand.\u00a0<\/p>\n
\u201cThis iconic brand called for a thoughtful, intentional design. Crafted to capture King\u2019s Hawaiian\u2019s social and irresistible appeal, every detail of the redesign was carefully considered to connect with both longtime loyalists, and first-time fans alike,\u201d added Kate Wadia, Founder & Chief Creative Officer, Mrs&Mr.<\/p>\n
The rebrand arrives just as the brand celebrates its 75th anniversary.<\/p>\n<\/div>\n
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