ROYAL KONA COFFEE

Branding & Packaging Design

Client: Hawaii Coffee Company

Founded in 1969 in the Kona region of Hawaii Island, Royal Kona Coffee is one of Hawaii’s most iconic and enduring coffee brands. Born from a vision to share the then-little-known richness of Kona coffee with the world, the brand has worked closely with local farmers for over five decades to deliver high-quality, flavor-rich beans that have become known as “the taste of Aloha.”

Our rebranding project focused on evolving the brand into a truly premium presence while preserving its core strengths—heritage, quality, and the spirit of Hawaii. The goal: to reaffirm Royal Kona Coffee’s status as a global ambassador for Kona coffee and to inspire both loyal fans and new audiences around the world.

Reintroducing the Taste of Aloha to the World: The Rebranding of Royal Kona Coffee

At the heart of the rebrand is a renewed brand story centered on the tagline: “Every bean has a story.” We modernized the look and feel while retaining the brand’s signature elements—lush Hawaiian landscapes, the iconic canoe illustration, and the rich gold and black color palette. This allowed us to maintain familiarity for longtime customers while capturing the attention of a new generation.

With a diverse product range—from 100% Kona coffee to 10% blends and flavored coffees—we also streamlined the brand’s information architecture. Clearer product categorization and user-friendly packaging make it easier for customers to understand and select products, whether online or on the shelf.
To express the brand’s personality—Luxury, Classic, and History—we redesigned the logo and packaging with a more refined, modern aesthetic. The key illustration was reimagined as a clean, flat design, making it more versatile and adaptable for today’s marketing and retail needs.

Royal Kona Coffee continues to stand as a proud representative of Hawaii’s coffee heritage. This rebrand marks a bold step forward, reinforcing its legacy while paving the way for a new era of global reach and impact.