King's Hawaiian, the original Hawaiian sweet bread, has been a favorite for generations, and is still a family-owned business. When they approached us about a brand makeover, we knew the best way to serve this beloved heritage brand would be to collaborate closely with their knowledgeable team. After getting to know the market, the business, and the ohana—or family—we set out to enhance the brand's authentic heritage and develop a stronger, more consistent brand experience.
We started with their packaging line, giving it a fresh look with clear windows, bold orange panels and traditional Hawaiian patterns. To lend further authenticity, we added the King’s Hawaiian story on the back panel, featuring words from their founder. Finally, we integrated the brand update across their website, print advertising, and online marketing.
‘TIS THE BREAD SEASON
Thanksgiving marks the peak season for King’s Hawaiian sales—and for good reason. Their delicious soft and sweet breads and rolls are the perfect complement to any holiday meal. To kick off the season, we created a variety of seasonal promotional materials and distributed them across every touchpoint: print and digital ads, website banners, and in-store displays.
PUSHING THE PACKAGING ENVELOPE
As King’s Hawaiian introduced fresh new products, we developed fresh new packaging, always striving to add more value to the brand. For their new Sandwich Rolls and Snacker Rolls packaging, we introduced for the first time enticing product usage photography.
KEEPING CLOSE OHANA TIES
To keep visitors coming back, it pays to update a site often. We not only refreshed the kingshawaiian.com website twice, but also completely redeveloped and redesigned it a third time. To enhance the visitor experience and the customers’ bond with the brand, we added engaging new content sections, helpful recipe ideas and tips, and a popular video section. We also continually updated the site’s home page banners with season-appropriate promotions.
Few places in the world are as inspiring as the Hawaiian Islands. To highlight the King’s Hawaiian heritage, we developed advertising campaigns that showcased the relaxed island lifestyle and signed-off with a new tagline: Taste Paradise.
Keeping an up-to-date image asset library is key to maintaining an ongoing retail marketing program. To help increase the appetite appeal and create consistency across the assets, we regularly shot and archived both product and recipe photography for use on their website and on print and online promotions.
