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Kings Hawaiianthe maker of the sweet, buttery rolls that were a staple in many American childhoodsjust got a fluffy rebrand. The updated identity, which includes a new wordmark, logo, color palette, and packaging, was executed by the creative agency Mrs&Mr for Kings Hawaiians 75th anniversary. The brand crests this milestone at a tricky time for the grocery industry, as inflation and the rising cost of living continue to dampen consumer spending. Based on a report from the market research firm Circana, bread and rolls sales have declined by around 1% in the past yearbut, in an interview with CNN, Kings Hawaiian chief marketing officer Raouf Moussa shared that the brands sales have actually grown year-over-year despite this overall downturn. According to Kate and Daniel Wadia, the duo behind Mrs&Mr, the goal of the new look included a careful balance of two priorities: modernizing the brand while also reconnecting its identity with the decades-long heritage thats turned it into an enduring source of nostalgia. To do that, they started by turning to the classic rolls themselves. [Image: courtesy King’s Hawaiian] 75 years of Hawaiian rolls Before it became a packaged goods company, Kings Hawaiian was a small local bakery in Hilo, Hawaii, in 1950. Its founder, Robert R. Taira, was the Hawaiian-born son of Japanese immigrants, who ultimately perfected a more shelf-stable version of the Portuguese sweet bread hed enjoyed in his childhoodan invention that would later become Kings Hawaiians iconic packaged Hawaiian rolls. Kings Hawaiians current CEO, Mark Taira, is Roberts grandson. He worked directly with Mrs&Mr to help transform King’s Hawaiian’s branding. [Photo: courtesy King’s Hawaiian] [Kings Hawaiian] saw themselves as this heritage brand that really needed to modernize, but also to stay true to its DNA and to its heritage, Daniel says. The impetus for the project was, How do we become relevant to new generations of Kings Hawaiian consumers, while building on our legacy as this iconic brand that’s been around since 1950? [Photo: courtesy King’s Hawaiian] To answer that question, Daniel and Kate parsed through archival materials from the brands early days, including original signage, vintage packaging, and old advertisements. And, because Daniel grew up in London and Kate in Australia, they also had to actually try the product for the first time. Once we experienced the fluffiness, the squidginess, it reminded me of a French briochemy mother’s brioche has that squidginess, Daniel says. We really saw an opportunity for both the crown itself and also the wordmark to reflect the puffiness and the softness of the product. We wanted it to feel as if it had been bakedlike, literally, the logo just came out of the oven. [Image: courtesy King’s Hawaiian] Kings Hawaiians former logo, adopted in 2018, included a thin, uppercase serif font, encased in a pointed crown and surrounded by a bursting floral motif. Kate notes that the look had a messy quality, but, more significantly, it also had a very regal, formal feel. It felt almost a little standoffish,” Kate says. “This product is a family recipe, there’s such love and warmth and humanity that goes into this product, that we wanted it to feel a little bit more approachable.” [Image: courtesy King’s Hawaiian] Baking the King’s Hawaiian brand To give Kings Hawaiian a friendlier feel, Mrs&Mr started by metaphorically baking the brands core assets. The crown logo, for example, has been given rounded edges and a chunkier feel. And, alongside lettering artist Alec Tear, Daniel and Kate developed a custom wordmark font that looks freshly risen. While the wordmarks font is still a serif, in keeping with the brands history, its now bubbly and weighty. The dots above each i, as well as the letters tails, are shaped to mimic a puffy Haiwaiian roll. [Image: courtesy King’s Hawaiian] Crucially, Daniel and Kate decided to keep the brands signature orange packaging, which has come to be strongly visually associated with the brand. To give the identity a brighter feel, though, they lightened the core hue a few shades and kicked up its vibrancy. They also expanded the brands usable color palette to include complementary colors like golden yellow and bright red. In place of the packagings former floral motif, Daniel and Kate opted to add in a more simplified pattern of illustrated hibiscus, monstera, and plumeria plants, all of which are native to Hawaii. [Image: courtesy King’s Hawaiian] The result is a versatile branding system thats now been applied across Kings Hawaiians entire portfolio of products, as well as on its website and social media. It’s an iconic, beloved American brandand it’s something that people are very nostalgic about, Kate says. They sell Kings Hawaiian merch; people wear their T-shirts and hats and socks. So its really exciting, but there’s also a true responsibility when you rebrand these iconic brands that you dont give people design whiplash: it has to be familiar, yet updated.
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With more and more people moving to urban areas, there’s an ever-growing need for people who can think at the scale of a city in order to solve problems. Experts in urban design are very much in demand. Fast Company’s new analysis of job listings across several design disciplines puts a number on it: job postings for urban designers are up 102% compared to the previous year. This boom may reflect the increasing relevance of the kind of work urban designers do, which is to create functioning communities and regions. Spanning architecture, city planning, landscape architecture, and urban development, urban design takes in the whole picture of a city and looks for ways that interventions at all scales can improve the system. “It’s really a field of integration,” says Tyler Patrick, chair of the planning and urban design department at Sasaki, a large multidisciplinary design firm. Patrick says that Sasaki has been hiring more and more urban designers every year, and including their input on nearly every project. “It’s a field that continues to add a lot of value.” Part of rise in demand for urban designers may stem from the fact that the way cities operate is inseparable from the issues of the day. From sustainability to community health to economic development, some of society’s biggest challenges canand perhaps mustbe addressed at the urban level. “Every project we go into we try to understand, How does this fit into the system? How does it change the system?” says Nick Leahy, co-CEO of the design firm Perkins Eastman. Urban designers are typically trained to use sophisticated data analysis tools, including geographic information systems (GIS) and site planning software like Autodesk Forma. These programs and visualization tools help to quantify the ways design decisions play out at the level of a city system. Leahy says this type of analysis is increasingly critical in projects, whether it’s a 2,000-acre plan in Mumbai or the redevelopment of a key parcel in a city’s downtown. And there’s plenty of work to do. Kris Krider, chair of the urban design and preservation division of the American Planning Association, says that the rise in urban design job postings is not surprising, especially in the U.S. “We’re looking at a lot of redevelopment within our existing cities and our communities, and it gets complicated pretty quick,” Krider says. Urban designers, who are skilled in interdisciplinary thinking, are well suited to this messy job, able to weave new elements into the fabric of a living city. “This is not a greenfield site where you can design the perfect town square,” Krider says, using an industry term for undeveloped land. “You’ve got to fix stuff.” The increased demand is likely to continue, especially given trends in American cities to try to move away from the car-centric planning of the past, and to make even suburban areas more vibrant, walkable, and livable. It would be hard to argue that most communities in the U.S. yet check all those boxes. That’s part of the reason, he says, that this type of designer can expect job security. “Urban designers never run out of work to do because there are so many mistakes to correct.” This article is part of Fast Companys continuing coverage of where the design jobs are, including this years comprehensive analysis of 170,000 job listings.
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This story was originally published by Grist. Sign up for Grist’s weekly newsletter here. Wes Lowe uses so much Claritin that he started an Amazon subscription to avoid running out. His kids take two asthma medications. This reflects the normalcy of pollution in Californias San Joaquin Valley, where residents breathe some of the dirtiest air in the nation. Lowe lives about 20 miles outside of Fresno, in the valleys heart. More than a dozen highways, including Interstate 5, run through the region, carrying almost half of the states truck traffic. The sky is usually hazy, the air often deemed hazardous, and 1 in 6 children live with asthma. You dont realize how bad it is until you leave, Lowe said. He understands Californias urgent need to clear the air by electrifying the trucking industry and pushing older, more polluting machinery off the road. That would reduce nitrogen oxide emissions by 17.1 tons annually by 2037, significantly reduce the amount of smog-forming ozone,and go a long way toward meeting federal air quality requirements. But as a partner at Kingsburg Truck Center, a dealership in Kingsburg, hes seen how difficult this transition will be. More than 15 percent of medium- and heavy-duty trucks sold statewide in 2023 were zero-emission. But the road has been bumpy amid growing uncertainty about Californias regulations and the Trump administrations hostility toward electric vehicles, the clean energy transition, and the states climate policies. The Golden State started its trucking transition in 2021 when it required manufacturers to produce an increasing number of zero-emission big rigs, known as Advanced Clean Trucks, or ACT. The following year, it mandated that private and public fleets buy only those machines by 2036, establishing what are called Advanced Clean Fleets, or ACF. The Environmental Protection Agency granted the waiver California needed to adopt ACT in 2023. But it had not acted on the exemption required to enforce ACF by the time President Donald Trump took office, prompting the state to rescind its application as a strategic move to keep options on the table, according to the California Air Resources Board. The U.S. Senate threw the fate of the Advanced Clean Trucks rule into question when it revoked the states EPA waiver on May 22, stripping the state of its ability to mandate the electrification of private fleets, though it can still regulate public ones. Now the one bright side for the states efforts to clean up trucking is the Clean Trucks Partnership, under which several manufacturers have already agreed to produce zero-emission rigs regardless of any federal challenges. All of this limits Californias ability to ease pollution. The Air Resources Board has said the Advanced Clean Fleet rule would eliminate 5.9 tons of nitrogen oxide emissions in the San Joaquin Valley by 2037. Another rule, the In-Use Locomotive regulation, bans internal combustion trucks more than 23 years old by 2030 and would reduce those emissions by another 11.2 tons. Even with those rules in place, the state would have to cut another 6.3 tons to bring air quality in line with EPA rules. With the fate of Californias campaign to decarbonize trucking in question, even those who want to see it succeed are wavering. Kingsburg Truck Center started selling battery electric trucks in 2022, but saw customers begin to cancel orders once the state was unable to enforce the Advanced Clean Fleet requirement. Lowe has had to lay off seven people as a result. We got heavy into the EV side, and when the mandate goes away, Im like, Shit, am I gonna be stuck with all these trucks? Lowe said. If I were to do it all again, Id probably take a lot less risk on the investment that we made into the zero-emission space. California remains committed to cleaning up trucking. But the transition will require creative policymaking because the Trump administrations hostility to the idea makes it extremely difficult for the state to hit its goal of 100 percent zero-emission truck sales by 2036, said Guillermo Ortiz of the Natural Resources Defense Council. Still, he sees ways the state can make progress. Lawmakers are considering a bill that would give the Air Resources Board authority to regulate ports, rail yards, and warehouses. That would allow regulators to mandate strategies to advance the transition, like requiring facilities to install charging infrastructure. Several state programs underwrite some of the cost of electric trucks, which can cost about $435,000about three times the price of a diesel rig. Thats not to say California isnt fighting back. It plans to sue the Trump administration to preserve its right to set emissions standards. Losing that will make it impossible to ease the Valleys pollution enough to meet air quality standards, said Craig Segall, a former deputy executive director of the Air Resources Board. Advanced Clean Fleets and Advanced Clean Trucks arise out of some pretty hard math regarding whats true about air pollution in the Central Valley and in California, which is that its always been largely a car and truck problem, he said. Even if the state loses the ability to regulate vehicle emissions and require electrification, Segall is confident market forces will push the transition forward. As China continues investing in the technology and developing electric big rigs, he said, companies throughout the rest of the world will need to do the same to stay competitive. He also said that trucking companies will see zero-emission trucks as an opportunity to lower maintenance and fueling costs. The Frito Lay factory in the Central Valley city of Modesto has purchased 15 Tesla electric big rigs. Ultimately, the economic argument for ditching diesels is simply too appealing, said Marissa Campbell, the cofounder of Mitra EV, a Los Angeles company that helps businesses electrify. She said the states decision to table the Advanced Clean Fleets rule hasnt hurt business. No one likes being told what to do, she said. But when you show a plumber or solar installer how they can save 30 to 50 prcent on fuel and maintenanceand sometimes even moretheyre all ears. Valerie Thorsen leads the San Joaquin Valley office of CalSTART, a nonprofit that has, since 1992, pushed for cleaner transportation to address pollution and climate change. She sees the Trump administrations recalcitrance as nothing more than a hurdle on the road to an inevitable transition. But any effort to ditch diesels must be accompanied by an aggressive push to build charging infrastructure. You dont want to have vehicles you cant charge or fuel, she said. The San Joaquin Valley Air Pollution Control District won a $56 million federal grant in January 2024, to build two solar-powered EV charging sites along Interstate 5 with 102 chargers specifically for big rigs. About 45 percent of Californias truck traffic passes through the region, which has, over the past 25 years, eased nitrogen oxide emission from stationary sources by more than 90 percent. A majority of the remaining [nitrogen oxide] emissions and smog-forming emissions in the valley come from heavy duty trucks, said Todd DeYoung, director of grants and incentives at the district. The Trump administration quickly halted grant programs like the $5 billion National Electric Vehicle Infrastructure program that would have expanded charging infrastructure. But DeYoung remains confident that construction of the truck chargers will proceed because work started almost immediately. Similar projects are underway in Bakersfield and Kettleman City. Not everyone is convinced the infrastructure needs to roll out as quickly as the trucks. Ortiz said emphasizing the adoption of the trucks will pressure the market to ensure chargers come online. That sends a signal to charging infrastructure providers, to utilities, saying, These vehicles are coming, and we need to make sure that the infrastructure is there to support it, he said. That support is crucial. Bill Hall is new to trucking. He spent decades as a marine engineer, but during the pandemic decided to try something new. He runs a one-man operation in Berkeley, California, and as he carried loads around the state he noticed a lot of hydrogen stations. Intrigued, he reached out to truck manufacturer Nikola to ask about its electric hydrogen fuel cell rigs. His engineering background impressed the startup, which thought hed provide good technical feedback. Hall bought the first truck the company sold in California, augmenting his personal investment of $124,000 with $360,000 he received from a state program in December 2023. Despite a few initial bugs, he enjoyed driving it. As an early adopter, Nikola gave him a deal on hydrogen$5.50 per kilogram, which let him fill up for about $385 and go about 400 miles. I proved that you could actually pretty much take that hydrogen truck to any corner of California with a minimal hydrogen distribution system that they had, Hall said. But weak sales, poor management, and other woes led Nikola to file for bankruptcy in February. Without its technical support, Hall no longer feels comfortable driving his truck. The companys collapse also meant paying full price for hydrogen, about $33 per kilogram these days. Hall is still paying $1,000 a month for insurance and $225 a month for parking. He says the state shares some of the blame for his predicament because it didnt do enough to support the technology. He would have liked to see it distribute 1,000 hydrogen trucks to establish them and subsidize fuel costs. I did the right thing, which ended up being the wrong thing, he said. Beyond the obvious climate implications of ditching diesel lie many health benefits. In addition to generating a lot of carbon dioxide and nitrogen oxide, the transportation sector is responsible for 80 percent of Californias ozone-forming emissions. Theres no question that the transition away from combustion trucks to zero-emission would save lives, prevent asthma attacks, and generate significant, significant public health benefits all around the state, said Will Barrett, senior director for nationwide clean air advocacy with the American Lung Association. The state has come a long way in the decades since smog blanketed Los Angeles, and the San Joaquin Valley has enjoyed progressively cleaner air over the past 25 years. But people like Luis Mendez Gomez know there is more work to be done, even if the air no longer smells like burning tires. He has lived alongside a busy highway and not far from a refinery outside of Bakersfield for 40 years. It has taken a toll: His wife was hospitalized for lung disease earlier this year, and he knows 10 people who have died from lung cancer. This pollution has been going on for years, Mendez Gomez said. Nobody had cared before, until now. Were pushing the government and pushing companies to help us. But just when it looks like things might change, the federal government appears willing to undo that progress, he said. All the ground they gained is going to go away. Benton Graham This article originally appeared in Grist at https://grist.org/transportation/california-rolls-on-with-electric-trucks-despite-trumps-roadblocks/.Grist is a nonprofit, independent media organization dedicated to telling stories of climate solutions and a just future. Learn more at Grist.org
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