The family-owned baking company has used the same secret recipe for its signature sweet rolls for more than seven decades. Now, the buns and rolls will enter a new era with updated branding that reflects both the company’s heritage and future.

Akin to its recognizable branding, the new packaging maintains a bright orange color and clear window to showcase the product, but introduces a new color palette of red, yellow, gold and cream.

A ribbon motif inspired by native Hawaiian flowers now adorns every package, serving as a gift-like detail that honors the brand’s heritage. The refreshed look is further enhanced by a new typography system, which adds a playful touch to the overall brand expression.

“Everything about this refresh was done with purpose,” said Liz Bondor, head of creative at King’s Hawaiian. “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 will debut on King’s Hawaiian baked goods in stores nationwide this July.