Keebler is one of America’s biggest names in the cookie world, and it’s probably the only brand out there with a whole fairytale mythos. The Keebler Elves and their “Hollow Tree” factory are so inseparable from the brand that you’d never guess how young they are—while the company has been around for over 150 years, their grey-haired mascots don’t even qualify for AARP. Leo Burnett Worldwide created the Elves in the late ’60s, which is why it makes sense they’ve always had a bit of a Hanna-Barbera cartoon feel.

The look of the Keebler brand used to be pretty nondescript and stripped down until their logo turned bright red a few years before the Elves came into the picture, and they didn’t even get their famous tree until 1971. The choice to make their look much more figuratively sweeter seems to have done them some real favors, making them perhaps America’s most instantly recognizable name in cookies.