Kentucky bourbon brand Jim Beam has announced a new ad campaign called “People Are Good For You.” The campaign aims to celebrate the special feeling of being around other people.

In addition to a new commercial by Leo Burnett, Jim Beam is also rolling out a refreshed brand identity and packaging design by Turner Duckworth. The agency reworked core branding elements like the logotype, rosette, and label to emphasize the warmth and informal approachability that’s part of the Jim Beam identity. The labels are woodcut illustrations that are inked, printed, then foiled. They also introduced a new bespoke typeface inspired by past bottles. Other changes include a slightly revised neck shape and metal caps replacing the plastic tops.