If you have a sweet tooth, you’ve likely heard of Hu, a chocolate brand whose mission is to give consumers a chocolate bar with ultra-simple ingredients and unbeatable flavors. Most recently, the brand released a new line of Milk Chocolate bars with packaging that’s utterly on brand.

Continuing the notable perfectly imperfect yet natural-inspired kraft paper packaging and soothing color palette, the new line’s package design is absolutely on brand. In contrast to the dark chocolate’s design, the milk chocolate packaging features a creamy white hue as a backdrop to the description of the bar. The lighter wash, paired with the more playful flavor descriptors hues, continues the brand’s goal of creating packaging that connotes nature’s immaculate imperfection and showcases the nourishing power of food.

Hu’s co-founder, Jordan Brown, notes, “For us, the authenticity of our brand has always been in the simplicity of the logo, the powerful meaning of the slogan (Get Back To Human), and the approachable “feel” of an understated elegance.”