Royal Hawaiian Brand

Product Packaging Design

Client: Royal Hawaiian Cookie Company

Popular as Hawaii souvenirs, “Royal Hawaiian brand” cookies, chocolates, crunches, and crisps. For the reopening of the Waikiki store, which had been temporarily closed due to COVID-19, it was necessary to renew the packaging. Especially popular “Royal Hawaiian Chocolate” was needed to be enhanced with new products such as wafers to further build it into a souvenir brand that would make tourists happy.

For the reopening of the Waikiki store, the product packaging will be renewed to build the brand.

As for chocolate, by designing the entire pouch package with a Hawaiian leaf which is the brand visual and color-coding the four flavors, customers can more easily recognize the chocolate. For the cookies, an assortment-type gift box was developed so that customers could try a variety of flavors. The crisps (okoshi) were also newly designed as original packaging with full printing on a pouch along with other product lines.

The four product lines are centered around the signature cookie which is baked cookie dough with a caramelized nut coating, and the popular macadamia nut-filled chocolate. By presenting all of these products with a unified Royal Hawaiian brand visual, a stylish brand image with a focus on taste was created.