King's Hawaiian is celebrating the company's 75th anniversary by unveiling a new look that is rolling out across digital and social channels today, along with new packaging that will be introduced at retail in early July.

"As we mark the milestone of King's Hawaiian's 75th anniversary, we want to not just look back at the company's past, but think about the next 75 years as well," says Raouf Moussa, chief marketing officer at King's Hawaiian. "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 that has come to define King's Hawaiian with modern flourishes that will stand the test of time."

The brand's new look pays homage to its rich heritage while inviting a new generation to experience the irresistibly delicious products that continue to bring family and friends together.

"Everything about this refresh was done with purpose," says Liz Bondor, head of creative at King's Hawaiian. "As we approached the evolution of the brand, we set out to honor our heritage while infusing it with a vibrant new energy. In collaboration with our creative partner, Mrs&Mr, we evolved the design of the King's Hawaiian crown – one of our most distinctive brand assets – to reflect the qualities of our iconic Original Hawaiian Sweet Rolls: soft, warm and oven-baked."

Orange remains at the heart of King's Hawaiian packaging, framing each bag and showcasing the signature see-through window that reveals the product's beloved fluffiness inside. Complementing this iconic orange is a vibrant new color palette of red, yellow, gold and cream – drawn from the joy of the brand's community and the richness of its Hawaiian heritage. A ribbon motif inspired by native Hawaiian flowers now adorns every package, serving as a gift-like detail that honors the brand's heritage and elevates its everyday products. The refreshed look is further enhanced by an eclectic new typography system, which adds a playful and welcoming character to the overall brand expression.