Bakery King’s Hawaiian is celebrating its 75th anniversary with a rebrand created by design firm Mrs&Mr. The new logo has softer edges everywhere, mirroring the pillowy nature of the rolls: the crown and brand typeface are less tiki-inspired and instead now are plumper and more modern. Caps-and-lowercase typography replaces all caps, again, creating a softer look.
From a Creative Review article: “Also noticeable is the reworked colour palette, which now features a purer shade of orange as the primary colour, and red, yellow, gold and cream as secondary colours. This diversified selection helps to accommodate a growing portfolio of products and gives the brand a more contemporary feel.”
The designers were also inspired by traditional Hawaiian plants and flowers—hibiscus, monstera, and plumeria—and used their shapes to create subtle illustrations and patterning.
