King’s Hawaiian has marked its seventy fifth anniversary with a serious rebrand led by New York studio Mrs&Mr. The up to date identification introduces a softer crown, customized typography, and vibrant new packaging for the family-led model finest identified for its candy, fluffy rolls.
The refresh, which rolls out this yr throughout the bakery’s rising product portfolio, comes as King’s Hawaiian appears to attach with a brand new era of followers whereas holding its heritage entrance and centre.
Liz Bondor, head of inventive at King’s Hawaiian, says: “We reimagined the King’s Hawaiian model to honour our wealthy heritage whereas infusing and modernising it with vibrant power.
“The brand new identification displays a considerate evolution, crafted via deep inventive partnership with Mrs&Mr to make sure each element felt genuine, and forward-looking.”
On the coronary heart of the rebrand is the crown brand, which has been with the model since its earliest days. Mrs&Mr revisited its geometry, softening the sharp factors and redrawing it by hand. The result’s a puffed, rounded silhouette extra synonymous with the oven-baked rolls that began all of it.
Probably the most noticeable adjustments is within the typography, with a customized lowercase logotype changing the standard uppercase serif wordmark. As with the crown brand, the brand new rounded letterforms seize the pillowy texture of the bread itself. It was designed to be hotter, extra approachable, and extra in tune with up to date audiences.
Kate Wadia, founder and chief inventive officer of Mrs&Mr, explains: “This iconic model referred to as for a considerate, intentional design.
“Crafted to seize King’s Hawaiian’s social and irresistible attraction, each element of the redesign was fastidiously thought of to attach with each longtime loyalists and first-time followers alike.”
Orange has lengthy been synonymous with King’s Hawaiian, so quite than transfer away from it, the design group selected to make it brighter and bolder by pairing it with complementary shades of pink, yellow, gold, and cream. The goal was to unify the model’s rising portfolio whereas creating higher scope for expression throughout packaging and communications.
On pack, the color refresh is joined by hand-drawn illustrations of hibiscus, monstera, and plumeria. This bouquet of Hawaiian flora is supposed to anchor the model extra deeply in its origins. A ribbon-like motif now wraps every bundle, additional depicting the merchandise as presents, whereas a set of bakery-inspired “stamps” introduces playful messaging and a extra private contact.
Images has additionally been overhauled to mirror King’s Hawaiian’s place on the coronary heart of shared meals. Excessive-contrast imagery, shiny lighting, and layered compositions showcase each the meals and the moments it creates, whether or not it is household dinners or informal get-togethers.
“Infused with the refreshed color palette, King’s Hawaiian’s up to date imagery is vibrant, daring, and unmistakably fashionable,” the studio notes. “Layered compositions seize the wealthy textures of shared meals and playful gatherings, reinforcing the model’s inherently sociable spirit.”
Mrs&Mr reveals that this venture was as a lot about restraint because it was about reinvention. The problem was to maintain what followers love whereas evolving the model for its subsequent chapter, which was particularly necessary in mild of the anniversary milestone.
Alongside the studio’s founders, Kate and Daniel Wadia, the venture concerned artwork director and designer David Zoppi, designer Holden Kao, and designer and lettering artist Alec Tear.
King’s Hawaiian’s new identification looks like a pure continuation of the model’s story as Mrs&Mr has helped King’s Hawaiian discover a design language that feels each timeless and well timed.
