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Work

King’s Hawaiian Brand Refresh

The Challenge

King’s Hawaiian has always been known for softness, its what makes their rolls so tasty. So when they approached us to help launch their new brand look, they wanted to show up in style. But in a time when logo refreshes haven’t landed smoothly, we had to make sure ours did.

The Solution

Launch the soft new look at the harshest place on Earth–the airport. We created a pop-up experience that gave travelers the upgrade they didn’t know they needed. If they were willing to swap stiff, uncomfy travel clothes, they’d be rewarded with a whole new soft and cozy ‘fit courtesy of King’s Hawaiian. And the best part? All outfits left behind were donated locally. Because softness feels extra good when it gives back.

To help spread the word, we enlisted influencers who encouraged folks to swap turning travelers into walking billboards for softness. We didn’t just launch a logo. We let people step into it.