Morinaga and Company’s Hi-Chew is a chewy fruit-flavored candy. Popular across Asia and the United States, the brand can trace its origins back to 1956, when Morinaga first developed a candy called “Chewlets,” combining caramels’ chewiness with fruit flavors. In Japanese culture, however, taking food out of one’s mouth was considered rude, so while the candy was inspired by gum, it was also intended to dissolve.

Hi-Chew recently unveiled a brand refresh and packaging update, with help from the agency Go Brandworks. The new packaging has a lively gradient background with revised illustrations of fruit and candy pieces showcasing the colorful outer layer and white center. The logo is lowered on the bags for better visibility, and the flavor names are larger to make them quicker to recognize, with improved descriptors of key product qualities. Finally, the Hi-Chew mascot, Chewbie, is featured on the back of the Hi-Chew bags for the first time because no one can get enough of brand mascots.