King’s Hawaiian Reimagines Its Brand: A Fresh Take on Iconic Breads and Rolls
Introduction: Celebrating 75 Years with Style
In a vibrant celebration of its 75th anniversary, King’s Hawaiian is transforming its visual identity. Known for their deliciously sweet buns and rolls packaged in distinctive bright orange, the brand is now modernizing its logo and product packaging while holding true to its roots.
A Modern Logo for a Classic Brand
Unveiling the New Look
On Tuesday, King’s Hawaiian introduced a sleek, updated logo that reflects a blend of nostalgia and modernity. In recent years, the company has expanded its offerings to include delightful snacks such as pretzel bites and cinnamon rolls.
Evolution, Not Revolution
According to Raouf Moussa, King’s Hawaiian’s Chief Marketing Officer, this refresh is not about a drastic overhaul but rather an evolution. “We’re not making a left turn or doing a drastic revolution — it’s more of an evolution and modernizing our brand expression,” he explained to CNN. The new design features a rounder crown and a hand-drawn font that creates a cushier feel, mirroring the comforting essence of their rolls.
Keeping the Heart of the Brand
Warmth in Color
While the logo may have transformed, King’s Hawaiian is careful not to stray from its vibrant identity. The iconic orange hue has been softened to a warmer shade, drawing inspiration from native Hawaiian flowers and designed to evoke the feeling of giving a gift.
Moussa reassured fans: “Obviously, (the orange) is what we’re known for and have established for a long time, so we’re not losing that. We’re just slightly adjusting it, making it a little warmer.”
Navigating a Challenging Market
Resilience in Brand Identity
In a climate where grocery sales are under pressure— with concerns about consumers shifting towards more affordable private-label options—King’s Hawaiian has continued to thrive. Despite a nearly 1% decline in bread and rolls sector sales, the company has witnessed growth year-over-year.
Consumer packager goods expert Nate Rosen articulated that this success stems from maintaining a strong brand identity. "They’re not trying to reinvent themselves every five minutes, which is honestly refreshing," he stated. "When you bite into one of those rolls, you immediately know what it is.”
Refreshing the Brand While Staying Grounded
Rosen describes the brand update as an effort to remain grounded while making things eye-catching. He believes King’s Hawaiian strikes a perfect balance between nostalgia and modern flair, ensuring it remains relevant in a competitive market.
Innovating Through New Products
Exciting Development in Offerings
King’s Hawaiian is not just revamping its look; it’s also venturing into new territories. Last year, the company rolled out engaging television ads featuring former NFL quarterbacks Peyton and Eli Manning, promoting their sliders and pretzel bites. The brand plans to showcase its fresh identity during an upcoming NASCAR event with Joe Gibbs Racing.
Introducing the ‘Bites’ Line
A particularly successful venture has been the introduction of their new "Bites" line, which features miniature-sized salted soft pretzel bites. Feedback from consumers indicated a shift towards snacking rather than making sandwiches, prompting this innovative move.
Moussa noted, "The Bites line has been a tremendous success from the get-go.” As King’s Hawaiian looks to further expand this line, miniature cinnamon rolls are currently being tested in California, showing promising initial sales.
Conclusion: A Sweet Future Ahead
As King’s Hawaiian celebrates its 75-year legacy, the brand showcases its ability to evolve while remaining true to its core values. With a new logo and exciting product lines, this beloved brand proves that even classics can receive a fresh twist. With the foundation of nostalgia and the excitement of innovation, the future for King’s Hawaiian looks deliciously bright.
This evolution is sure to capture the hearts and taste buds of fans new and old. To explore more about their products, visit King’s Hawaiian.
