King's Hawaiian Created a Pineapple-Inspired Logo as It Expands Into New Products

The 68-year-old maker of sweet rolls needed to update its identity

Anyone who’s visited Hawaii (and probably many who haven’t) knows that the islands are famed for their hospitality and, of course, the sort of turquoise water and white-sand beaches that fill the glossy pages of travel brochures. But there’s another bit of Hawaiian culture that’s every bit as alluring—if perhaps not as obvious.