Preheat your oven to 350°F (175°C). Lightly grease an 8-inch round cake pan or small baking dish with butter or nonstick cooking spray. A smaller pan helps the rolls stay soft and tender.
In a small bowl, stir together 2 tablespoons softened unsalted butter, brown sugar, ground cinnamon, and a pinch of fine sea salt until you have a thick, spreadable paste. If it looks crumbly, mash with the back of a spoon until it comes together.
2 tablespoons unsalted butter, 1/3 cup brown sugar, 1 1/2 teaspoons ground cinnamon, fine sea salt
Open the can of crescent roll dough and unroll it onto a lightly floured counter or piece of parchment. If the dough is perforated, pinch the seams together with your fingers to make one rectangle, about 8 x 12 inches.
1 can refrigerated crescent roll dough
Gently spread the cinnamon filling evenly over the dough, leaving about a 1/4-inch border on the long sides. If using chopped nuts, raisins, or mini chocolate chips, sprinkle them evenly over the filling.
2 tablespoons unsalted butter, 1/3 cup brown sugar, 1 1/2 teaspoons ground cinnamon, fine sea salt, 1/4 cup chopped pecans or walnuts, 2-3 tablespoons raisins or mini chocolate chips
Starting from one long side, roll the dough up into a tight log. Pinch the seam along the length of the log to seal. Use a sharp knife or unflavored dental floss to cut the log into 8 equal rolls.
1 can refrigerated crescent roll dough
Place the rolls cut-side up in the prepared pan. Space them close together but not tightly packed; they will puff and fill in the gaps as they bake.
Bake for 16–20 minutes, or until the rolls are puffed, lightly golden on top, and the centers look set rather than wet or doughy. Begin checking around 15 minutes, as ovens vary.
While the rolls bake, beat together the softened cream cheese and 2 tablespoons softened unsalted butter in a medium bowl until smooth. Add the powdered sugar, vanilla, a small pinch of salt, and 1 tablespoon milk or half-and-half. Whisk until creamy. If the icing is too thick to drizzle, add more milk a teaspoon at a time until pourable but still rich. For an orange variation, mix in orange zest.
3 ounces cream cheese, 2 tablespoons unsalted butter, 3/4 cup powdered sugar, 1 teaspoon pure vanilla extract, 1-2 tablespoons milk or half-and-half, salt, 1 teaspoon orange zest
Let the cinnamon rolls cool in the pan for about 5 minutes so the icing doesn’t completely melt off. Spoon or drizzle the cream cheese icing over the warm rolls, letting it drip into the spirals. Serve warm.