TORRANCE, CALIF. — King’s Hawaiian is undergoing a rebrand to celebrate its 75th anniversary.

The new packaging features a red, yellow, gold and cream color palette that complements the company’s long-running use of the color orange, King’s Hawaiian said. Each new package also will include a ribbon motif inspired by native Hawaiian flowers and typography that “adds a playful and welcoming character to the overall brand expression.”

“Everything about this refresh was done with purpose,” said Liz Bondor, head of creative at King’s Hawaiian. “As we approached the evolution of the brand, we set out to honor our heritage while infusing it with a vibrant new energy. In collaboration with our creative partner, Mrs&Mr, we evolved the design of the King’s Hawaiian crown — one of our most distinctive brand assets — to reflect the qualities of our iconic Original Hawaiian Sweet Rolls: soft, warm and oven-baked.”

King’s Hawaiian said the rebrand will roll out to retailers in early July.