With more folks looking to bring the coffee shop experience into their own home, consumers are turning away from the more mainstream coffee brands that dominate the supermarket shelves and are opting for something more premium. Looking to capitalize on this shift, coffee brand Gevalia is rolling out a new look in grocery stores this month.

To reinvigorate the coffee brand, Kraft Heinz turned to creative agency BrandOpus for a top-to-bottom rebrand. While they kept the traditional yellow of the packaging, much of the visual identity has changed. It’s not as drastic as J.J. Abrams remaking iconic Swedish director Ingmar Bergman’s Persona, but it’s definitely a controlled burn.