For 84 years, Kraft has offered its cheesy noodle pantry staple Macaroni & Cheese. Suffice it to say, that’s enough time to build generations of fans that fondly recall Mac & Cheese meals.

But the longtime noodle giant, long known as a workhorse for parents with picky eaters everywhere, decided it was time for a significant refresh of the brand, and they turned to the talented folks at JKR for a new identity that retains enough familiarity to resonate with longtime fans. But it also maintains a contemporary look that will appeal to younger generations of boxed Mac & Cheese lovers.