King’s Hawaiian — Integrated Consumer Marketing

Extending a beloved consumer brand across email, ecommerce, packaging, social, and out-of-home touchpoints.

Role + Scope

Freelance Designer · Lifecycle marketing, ecommerce, campaign adaptation, packaging, and environmental advertising

Overview

As a freelance designer for King’s Hawaiian, I created weekly consumer emails and extended campaign creative across recipe content, social media, Amazon, Instacart, packaging, and fleet advertising. The work required maintaining a recognizable, energetic brand while adapting it to formats ranging from narrow display units to large-scale truck graphics.

What I did

  • Designed weekly email campaigns supporting products, recipes, and seasonal moments

  • Created and resized campaign imagery for web and social

  • Adapted creative for Amazon and Instacart across desktop and mobile placements

  • Developed large-format vehicle advertising

  • Created and revised packaging concepts for Pretzel Bites

  • Explored identity directions for an internal brand initiative

Outcome

Created a cohesive body of work across high-frequency consumer touchpoints, preserving the warmth and recognition of the King’s Hawaiian brand across digital, retail, packaging, and out-of-home applications.

Email Campaign

I designed weekly consumer emails supporting product launches, recipes, promotions, and seasonal moments. Each execution balanced the warmth of the King’s Hawaiian brand with clear hierarchy, strong product storytelling, and layouts that translated across desktop and mobile.

Truck/Fleet Advertising

I extended the brand into large-format vehicle graphics designed for quick recognition in motion and at a distance. The compositions simplified campaign messaging while retaining the color, energy, and appetite appeal associated with King’s Hawaiian.

Amazon + Instacart

I adapted campaign creative into flexible retail-media systems across desktop and mobile placements. The work preserved a consistent campaign idea while accounting for major shifts in scale, crop, hierarchy, and platform requirements.

Internal Logo

I explored a range of logo directions for an internal brand initiative. The goal was to create an identity that felt connected to the parent company while remaining distinctive and flexible enough to work across multiple applications.

Pretzel Bites Packaging

I created and refined packaging concepts for King’s Hawaiian Pretzel Bites, extending familiar brand cues to a new product format while prioritizing appetite appeal, product recognition, and shelf clarity.