King's Hawaiian is updating its logo and packaging in honor of its 75th anniversary. The new design features a softer, friendlier crown logo and a hand-drawn font, while still incorporating the brand's signature bright-orange color, now with a warmer tone and floral motifs. This evolution aims to modernize the brand without losing its distinct identity. Despite a general decline in bread sales, King's Hawaiian has seen growth, with its strong brand identity contributing to its resilience in a challenging grocery market.
The brand name is written in a hand-drawn font that is cushier, resembling its trademark rolls, according to King's Hawaiian chief marketing officer Raouf Moussa.
The changes come at a challenging time for grocery sales and this category in particular. Consumers are looking to cut back their grocery spending and shift away from name brands to more affordable private-label options.
Moussa said King's sales have grown year-over-year, however. Consumer packaged goods expert Nate Rosen said that's likely because its brand identity hasn't swayed too far from its original positioning.
We're not making a left turn or doing a drastic revolution - it's more of an evolution and modernizing our brand expression, Moussa told CNN.
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