AN ICONIC grocery store staple is making a major packaging change for the first time in eight years.
Those who are worried the product will now be unrecognizable need not fear, as chiefs describe the change as more of an “evolution”.
An iconic grocery store staple is making a major packaging change for the first time in eight years[/caption]
King’s Hawaiian, known for its sweet buns and rolls in bright orange packaging, is making a change for its 75th anniversary celebrations.
The company unveiled the new design, the first change made to it since 2018.
The dark orange has been brightened, and the tips of the crown, that made up the core image, have been rounded.
Notably, the font has also changed, and is now written with softer, curved letters rather than the sharp edged ones from before.
Raouf Moussa, Chief Marketing Officer at King’s Hawaiian, said: “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.
“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.”
He also told CNN: “We’re not making a left turn or doing a drastic revolution — it’s more of an evolution and modernizing our brand expression.
“Obviously, (the orange) is what we’re known for and have established for a long, long time, so we’re not losing that.
“We’re just slightly adjusting it, making it a little warmer.”
FOR A PURPOSE
Liz Bondor, Head of Creative at King’s Hawaiian, explained the thought process behind this change, adding that it reflects the “vibrant new energy” the brand wants going forward.
She explained: “Everything about this refresh was done with purpose.
“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.”
The new packaging is set to be rolled out in early July for customers to see for themselves.
FRESH LOOK
King’s Hawaiian has been doing plenty else recently to embrace this new look it has made for itself.
The company has been rolling out new advertising strategies, like with former NFL quarterbacks Peyton and Eli Manning.
King’s Hawaiian is also planning to use its partner Joe Gibbs Racing to debut its new packaging at an upcoming NASCAR race.
There are also new products to boast about, as King’s Hawaiian launched the new “Bites” line, which are miniature soft pretzels.
The new range was inspired by customer feedback that said they were snacking on the rolls rather than using them for sandwiches.
King’s Hawaiian is planning the expanding the Bites, with miniature cinnamon rolls being tested right now in California.
Moussa dubbed the Bites as a “tremendous success from the get-go.”
The company unveiled the new design, the first change made to it since 2018, with the old one on the left and the new one on the right[/caption]
