In honor of its 75th anniversary, New York King’s Hawaiian, a manufacturer of sweet buns and rolls that are recognizable by their vivid orange packaging, is redesigning their branding.
The company, which has expanded its product line in recent years to include snacks like cinnamon buns and pretzel bits, revealed a new logo and revised packaging on Tuesday.
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In 2018, King’s Hawaiian used a capital serif typeface for the crown logo on its packaging. According to King’s Hawaiian chief marketing officer Raouf Moussa, the brand name is written in a cushier hand-drawn font that resembles its distinctive rolls, and the crown is now softened, making the new logo softer and friendlier.
“We’re modernizing our brand expression and evolving rather than taking a drastic turn to the left,” Moussa told CNN.
Nonetheless, the business took care to preserve the distinctiveness of the vibrant packaging that makes King’s Hawaiian stand out in bread aisles. Now warmer, the orange hue features a new design that is designed to look like a gift and was inspired by local Hawaiian flowers.
“We’re not losing that,” Moussa stated, “because obviously, the orange is what we’re known for and have established for a long, long time.” We’re only making minor adjustments to make it a bit warmer.
Bucking the trend
For supermarket sales in general and this sector in particular, the adjustments come at a difficult moment. Customers want to spend less on groceries and switch from name brands to more reasonably priced private-label products. According to market research firm Circana, sales of bread and rolls have decreased by over 1% over the last 12 months.
But according to Moussa, King’s sales have increased annually. That’s probably because its brand identity hasn’t deviated too much from its initial positioning of selling rolls and buns with sweet flavors, according to consumer packaged products analyst Nate Rosen.
“It’s really refreshing that they’re not trying to reinvent themselves every five minutes,” Rosen told CNN. You can tell right away what one of those rolls is when you bite into it.
“King’s Hawaiian expansion and refresh is an update to keep things slightly modern and eye-catching while staying grounded in what made them successful,” said Rosen, who runs the Express Checkout newsletter.
Nevertheless, King’s Hawaiian has been introducing new goods and marketing techniques. The company released television advertisements last year promoting sliders and pretzel bites featuring former NFL quarterbacks Peyton and Eli Manning. Additionally, it intends to showcase the new identity at a future NASCAR race alongside Joe Gibbs Racing, the company’s partner.
When introducing small salted soft pretzel pieces, the business also developed a new pieces line. Feedback from customers in recent years who stated they are munching on the rolls instead of utilizing them for sandwiches served as the impetus for the line.
According to Moussa, the Bites line has been a huge hit since its launch.
The company intends to grow Bites, most likely with tiny cinnamon rolls that are selling marginally better than their pretzel bites and are undergoing testing in California.
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