King’s Hawaiian Motion Identity
King’s Hawaiian and Mrs&Mr came to us ready for a shift with their Motion Identity. As a heritage brand with decades of love behind them, they wanted to evolve — to modernize their brand expression while keeping the heart of who they are. It wasn’t about changing everything. It was about showing up differently, in a way that felt fresh but still true.
We used motion to help tell that story — moving from old to new, familiar to bold. Every move we made was about clarity and emotion. What needed to stay? What needed to change? How do you keep the soul of something but give it a new rhythm?
We kept it simple. Kept it honest. Built motion that’s playful, warm, and distinctly King’s Hawaiian — just pushed forward.
The launch went live last week. It’s already been picked up by CNN and is getting shared across social. But more than that, it feels right. It connects. Because it’s not just about making things look good — it’s about making people feel something. And that’s what makes it stick.
That’s the kind of work we want to make. That’s what we do at ROXBOX.
Client: King’s Hawaiian
Design: Mrs&Mr
Typography: Alec Tear
Motion Identity: ROXBOX Studios