Sun-Maid Growers of California, a cooperative of farmers in the Central Valley of the Golden State, has had its mascot of a smiling young lady holding a basket of grapes since 1915. The iconic mascot and brand have gone through a few refreshes since its inception, but the last time the co-op made any significant changes to the visual identity of the brand was in the 70s, well before the California Raisins sandwiched themselves between episodes of Perfect Strangers and 227.

Well, big raisin decided that it was time for a refresh aimed at today’s consumer as Sun-Maid didn’t want to lose the significant brand equity they had built for over a century.