Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

New artwork brings aloha spirit to King’s Hawaiian

Known for its sweet rolls, King’s Hawaiian expands its product line, at the same time updating its brand identity with bold new graphics.

The new design uses the brand’s bright orange color along with a stylized crown that looks like the top of a pineapple.
The new design uses the brand’s bright orange color along with a stylized crown that looks like the top of a pineapple.

Hawaiian sweet bread maker King’s Hawaiian has expanded into new products, a move that prompted an update of its brand identity. The history of the company dates back to the 1950’s when Robert R. Taira, the Hawaiian-born son of Japanese immigrants, opened his first bakeshop, Robert’s Bakery in Hilo, HI. Renamed King’s Bakery in the ’60s, it became known for Original Hawaiian Sweet Dinner Rolls. Now a national brand with products available in grocery stores across the U.S., the company is introducing new products, including a line of barbecue sauces.

Says King’s Hawaiian CMO Erick Dickens, “We realized as we started to think about expanding our product line that our visual identity wasn’t going to translate well. We also wanted it to stand out in new TV ads as we share the Hawaiian way with a broader audience and new products.”

For this they turned to the brand design firm Flood Creative NY. According to Stuart Whitworth, Flood’s Chief Creative Officer, “We soon realized that the entire design of the flagship bread bag was the brand icon, versus any particular element on it. That didn’t exactly translate effectively to other products. The original logo was mainly typographical and lacked a symbol that would boldly connect with the King’s Hawaiian spirit. So we pursued a new identity that would embody the heritage and create a new authentic and proud badge for the growing business.”

Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report
Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report