King's Hawaiian Celebrates 75 Years with a Fresh Look and New Packaging

King's Hawaiian Celebrates 75 Years with a Fresh Look

King's Hawaiian®, the celebrated maker of America's top dinner roll, is proudly marking its 75th anniversary with the release of a bold new logo and packaging design. This upgrade is set to roll out across various digital and social platforms from June 24, 2025, followed by a retail launch in early July.

Founded in 1950 in Hilo, Hawaii, by Robert Taira, King's Hawaiian has been a beacon of warmth and deliciousness, bringing family and friends together. This company, still family-owned, cherishes the same secret recipes that have been passed down for generations. The refreshed look not only pays homage to its rich heritage but also aims to connect with newer audiences who haven't yet experienced the joy of these beloved baked goods.

A Design Inspired by Aloha Spirit

The new logo features soft curves that correspond with the tenderness of King's Hawaiian products. Each packaging design includes a ribbon motif influenced by native Hawaiian flowers, designed to wrap each product like a present, symbolizing the brand's commitment to gifting happiness through food.

King's Hawaiian remains dedicated to evolving their image while preserving the delightful essence that the brand represents. Raouf Moussa, the Chief Marketing Officer, expressed that this milestone is a great opportunity to consider future possibilities. He noted, "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..." This new look promises to resonate with both loyal customers and potential newcomers.

The Evolution of an Iconic Brand

The visual identity transformation complements King's longstanding mission to foster family and community connections through food. Liz Bondor, Head of Creative at King's Hawaiian, emphasized the meticulous thought put into this refresh. The updated design of the brand's iconic crown aligns with the delightful nature of their Original Hawaiian Sweet Rolls, bringing forth qualities that echo the softness, warmth, and oven-fresh quality of their baked goods.

While maintaining the classic vibrant orange that frames each package and highlights the signature see-through window that reveals the fluffy goodies inside, the brand has introduced a new color palette with shades of red, yellow, gold, and cream. This colorful update draws inspiration from the joy illustrated by its loyal community and the richness found within Hawaiian culture.

Additionally, the typography has been overhauled to add an inviting, playful touch to the branding, ensuring that each element of the packaging reflects the essence of goodwill and enjoyment that King's Hawaiian aims to deliver.

Celebrating with the Community

King's Hawaiian has always celebrated community and togetherness. The brand's 75-year legacy is about more than just delightful goods; it is about the joy brought to family gatherings and celebrations. The rebranding signifies a renewed commitment to these values as they step into the future. This relaunch will remind many of the nostalgic experience associated with these iconic rolls while also enticing new customers to get involved.

King's Hawaiian plans to engage with their audience further through creative campaigns and partnerships, showcasing their new branding alongside delectable meal ideas and recipe inspirations. Consumers can look forward to seeing how this rebranding translates across social media and in retail locations.

For anyone wanting to explore the delightful world of King's Hawaiian products and learn more about their history, visit King's Hawaiian's website.

As they bask in the glimmer of their 75th anniversary, King's Hawaiian stands as a true testament to the power of family tradition, quality, and the spirit of Aloha, bridging generations and cultures through the love of food. Here’s to the next 75 years of bringing people together, one delicious roll at a time!