Over the past 75 years, King’s Hawaiian has grown into a household name and a go-to fixture of any gathering thanks to its famous rolls and a suite of beloved products. Now, as it prepares for a new generation of fans, the brand is launching a reimagined visual identity by creative agency Mrs&Mr that celebrates its cultural roots while embracing the future.

Hawaiian born and family led, King’s Hawaiian has long represented a spirit of community and togetherness, especially for its loyal following. The new identity reinforces the brand’s joyous ethos while leaning into more current design sensibilities and paying homage to its Hawaiian origins. 

“We reimagined the King’s Hawaiian brand to honor our rich heritage while infusing and modernizing it with vibrant energy. The new identity reflects a thoughtful evolution—crafted through deep creative partnership with Mrs&Mr to ensure every detail felt authentic, and forward-looking,” said Liz Bondor, Head of Creative, King’s Hawaiian.

Inspired by the signature roundness of King’s Hawaiian’s original rolls, the brand’s 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—a homage to the product that started it all.

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’s joyful spirit and mirrors the soft, pillowy texture of the rolls themselves.

While King’s 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—creating a cohesive and expressive palette that brings unity across the brand’s growing portfolio of products. 

The refreshed packaging features custom illustrations inspired by traditional Hawaiian flora—Hibiscus, Monstera, and Plumeria—infusing 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’s storytelling, a playful stamp system was created, showcasing spirited, bakery-inspired messages that nod to King’s Hawaiian’s origins and adds a warm, personal touch. 

Infused with the refreshed color palette, King’s Hawaiian’s 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’s inherently sociable spirit. The bold use of color and visual energy makes every moment feel joyful, effortless, and designed for connection—perfectly reflecting the shareable nature of the product and the heart of the brand. 

“This iconic brand called for a thoughtful, intentional design. Crafted to capture King’s Hawaiian’s social and irresistible appeal, every detail of the redesign was carefully considered to connect with both longtime loyalists, and first-time fans alike,” added Kate Wadia, Founder & Chief Creative Officer, Mrs&Mr.

The rebrand arrives just as the brand celebrates its 75th anniversary.