King’s Hawaiian—the maker of the sweet, buttery rolls that were a staple in many American childhoods—just got a fluffy rebrand.

The updated identity, which includes a new wordmark, logo, color palette, and packaging, was executed by the creative agency Mrs&Mr for King’s Hawaiian’s 75th anniversary. The brand crests this milestone at a tricky time for the grocery industry, as inflation and the rising cost of living continue to dampen consumer spending. Based on a report from the market research firm Circana, bread and rolls sales have declined by around 1% in the past year—but, in an interview with CNN, King’s Hawaiian chief marketing officer Raouf Moussa shared that the brand’s sales have actually grown year-over-year despite this overall downturn.

According to Kate and Daniel Wadia, the duo behind Mrs&Mr, the goal of the new look included a careful balance of two priorities: modernizing the brand while also reconnecting its identity with the decades-long heritage that’s turned it into an enduring source of nostalgia. To do that, they started by turning to the........

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