A Rebrand As Sweet As Their Buns

King’s Hawaiian is celebrating its 75th anniversary with a thoughtful brand refresh that balances heritage and modernity, a smart move in today’s crowded CPG market. The update includes a softened crown logo and a hand-drawn typeface that evokes the sweet warmth of its signature buns, while keeping the iconic orange packaging that loyal fans instantly recognize. Subtle floral motifs and a warmer orange shade are subtle visual updates that give nods to the brand’s Hawaiian roots. In an era of constant reinvention, King’s Hawaiian shows that design evolution can strengthen identity without losing the soul that customer trust is built on.