Yes, We’re Biased. But This Is How You do a Refresh

In my former life at The Martin Agency, I remember Jerry Hoak (now CCO) talking about how the agency worked with brands people actually used. It wasn’t far off—and a good reminder that when the work really lands, it becomes part of everyday life.

As he said it, I started mentally checking off the brands I personally used that were on our roster. There were four or five (technically our son was using Axe). It was a fun exercise. Especially when you’re close to a brand you genuinely love—and the company you keep.

Case in point? King’s Hawaiian and Mrs&Mr.

Kate and Daniel Wadia served as jury presidents for our inaugural Top 40: Design awards (now Top 40: Design + Craft). Daniel joined a few of our livestreams and asked questions that were thoughtful, sharp, and just plain smart. It was like being a fly on the wall with a front-row seat to creative thinking at its best.

Now to King’s Hawaiian. As a half-Italian kid from New Jersey, the Aloha State wasn’t exactly top of mind growing up. Ft. Myers, Florida? All the time.

But after moving to Oregon in 1992, I fell hard for the brand. Back then, it felt like Coors in the 1970s—a regional treat you had to hunt down. These days, it’s everywhere, and the product line’s grown in great ways (hot dog buns, we see you).

With that growth, it made sense to refresh the brand.

Yeah, we may be biased—but LOOK AT THIS

The last major update came in 2018, via Flood Creative. It was a nice evolution. Seven years later, Mrs&Mr put their stamp on it—and the result is fantastic.

What stands out: warmth, approachability, and a clear aloha vibe—plus a system that flexes without straying too far from tradition.

We’re biased—but the folks at Brand New are not.

Armin’s take is worth quoting in full:

“With the new logo my first and very instant reaction was ‘It now looks like the rolls!’ as every element of the logo has been rounded and puffed up just like their sweet breads. It also instantly feels softer, yummier, and more like the guilty pleasure it is (although, to its credit, at 90 calories per roll it’s not that bad). After the initial reaction and after staring at it for a while, some things stand out… Without the ‘King’ in its name and without the precedent of the old logo, I’m not sure if the new holding shape reads like a crown anymore but it does now look more like the ridges created by the individual bulbous rolls that are pressed together in the packaging.

The Gooper-esque wordmark is also instantly more charming and more appropriate for the product but the treatment of the ‘i’ s that are shorter than the x-height is kind of distracting and when they hit the shortened ‘g’ in the first line, it’s a slightly uncomfortable visual moment — in general, there is a lot of bouncing up and down as you read the two lines. Still, it definitely makes a strong, positive, playful, and inviting first impression, which is what really matters. The supporting typography could have probably been a little bit bigger to help fill up those larger spaces but the Art Deco-ish aesthetic is a nice complement.”

It’s design—so yes, strong opinions all around. But when a brand you genuinely love gets this kind of thoughtful, flexible, and joyful update from an agency you deeply admire? That’s a rare kind of alignment.

And I can’t wait to see it in the store. Then into my belly.

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