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New Logo and Packaging for King's Hawaiian by Flood Creative



Noted Jun. 6, 2018 by Armin

Industry / Consumer products Tags /


(Est. 1950) “King’s Hawaiian is a family-owned producer of the Original Hawaiian sweet bread. Founded more than 60 years ago in Hilo, Hawaii, the King’s Hawaiian product line has expanded to include unique breads which are famous for their fluffy texture and irresistible taste. Enjoy our Original Hawaiian Sweet, Honey Wheat and Savory Butter flavors. Available in a wide variety of round bread loaves and sliced breads, sandwich buns, mini sub rolls and dinner rolls.”

Design by

Flood Creative (Irvington, NY)

Related links

Adweek story

Relevant quote
Flood Creative focused on the brand’s biggest equity, the bright orange color, but took the crown, which was a tiny element on the bottom of the original logo and made it big and bold. Rather than an actual crown, it represents a stylized version of the top of a pineapple, one of the most popular and recognizable fruits grown in Hawaii. “It’s proud, bold and suited for application across a wide variety of new products,” notes Whitworth. To further reinforce its origins, Flood framed the crown with hibiscus, Hawaii’s state flower.

Barbecue sauces are the first line extension, products that fit in with traditional Hawaiian cuisine. A shrink-wrapped cap covered with images of hibiscus compliments the bold new logo on the label.

Flood Creative provided text

Images (opinion after)
New Logo and Packaging for King's Hawaiian by Flood Creative
New Logo and Packaging for King's Hawaiian by Flood Creative
Logo with stuff.
New Logo and Packaging for King's Hawaiian by Flood Creative
Packaging, before and after.
New Logo and Packaging for King's Hawaiian by Flood Creative
New packaging (for bread and sauces) render.
TV spot.

The old logo was more or less fine; a few too many flourishes where none were needed (I’m looking at you “H”) and some odd spacing but mostly inoffensive. The new logo… wait, before I go on… have you ever eaten a King’s Hawaiian roll? It’s heaven, so they could have set their new logo in a combination of Helvetica and Comic Sans and I would still think it’s amazing because Hawaiian Roll, warmed up, in my mouth. Anyway… the new logo is also more or less fine. I really like how they promoted the crown-slash-pineapple-top to be the holding shape of the logo as it makes a bold statement but the typography is simply a lateral move from one fuzzy thing to another fuzzy thing and I think the new one is harder to read as the letters are much closer to each other which wouldn’t be a problem if it didn’t have the double drop shadow. The bread packaging is mostly a touch-up with the new elements and with good reason because that orange bag with the big window to see the rolls is very easy to spot at grocery stores and the new crown shape helps it stand out just a tad more. Overall, I wish this had been pushed and refined more as it feels like it’s a brand that could really take off with more engaging positioning and branding.

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