Lion Coffee rebrand is company first in its 40 years of business | News, Sports, Jobs

Hawaii Coffee Company President Daniel Dinell poses by the famous Lion logo. -- Photo courtesy Lion Coffee

Lion Coffee, the Hawaii-based company behind the iconic red coffee packages, unveiled a new brand design and product packaging at the Lion Cafe and General Store in Honolulu. Business and industry leaders celebrated the launch with coffee cupping sessions and tours of the 55,000-square-foot roasting facility.

While Lion Coffee is one of the most recognized coffee brands in Hawaii, the company embarked upon the rebranding initiative to reinforce the quality of its product and the whimsy of its brand with loyal customers while attracting new audiences.

This is Lion Coffee’s first rebranding initiative in its 40-year history in Hawaii. It has been implemented across the brand’s entire line of flavored, gourmet, 100 percent Kona coffee, antioxidant, decaffeinated and single-serve products sold in Hawaii, the U.S. Mainland, Canada, Japan, Korea, Taiwan, Hong Kong, Guam and Saipan.

The company’s signature red packaging was redesigned to incorporate a refreshed, modern aesthetic and a new trademark logo that features a haku lei atop the lion’s head, reflecting Lion Coffee’s rich local heritage.

“We’re grateful to our customers for making our red lion bags and signature coffees a part of their day for decades,” said Hawaii Coffee Company President Daniel Dinell. “Refreshing the Lion Coffee brand is an exciting evolution that celebrates our long history in Hawaii and reflects our commitment to quality and innovation.”

Lion Coffee has been roasting, flavoring and packaging coffee in Hawaii since 1979, where it became the first local company to develop flavored coffees such as Vanilla Macadamia and Toasted Coconut. The roastery produces more coffee daily than any other coffee company in the 50th state, using hand-selected Arabica beans and state-of-the-art roasting equipment.

Lion Coffee roared to life in 1864 in Toledo, Ohio and moved to Hawaii in 1979 with entrepreneur Jim Delano. Today, Lion Coffee is sold in Hawaii, the Mainland, Canada, Japan, Korea, Taiwan, Hong Kong and Guam. Lion Coffee is a part of Hawaii Coffee Company’s portfolio of brands, including Royal Kona Coffee, Royal Hawaiian Coffee and Hawaiian Islands Tea Company. Hawaii Coffee Company is the largest roaster of Kona coffee in the world and Hawaii’s leading supplier of coffee to island hotels, restaurants and retail stores.

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