King’s Hawaiian, maker of sweet buns and rolls that come in distinct bright-orange packaging, is retooling its branding as part of its 75th anniversary.

The new logo is softer and friendlier: The crown is now rounded, and the brand name is written in a hand-drawn font that is “cushier,” resembling its trademark rolls, according to King’s ...

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King’s Hawaiian, maker of sweet buns and rolls that come in distinct bright-orange packaging, is retooling its branding as ...

King’s Hawaiian introduced the crown logo on its packaging in 2018, with a capital serif font. The new logo is softer and friendlier: The crown is now rounded, and the brand name is written in a ...

The new look, created by design agency Mrs&Mr, is an ode to the nostalgic sweet bread of our childhoods. King’s Hawaiian—the ...

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