When Extra launched in 1984, it was the Wrigley Company’s first sugar-free product. That good-for-you ethos was something that stuck to the bottom of the brand’s shoes for some time, even working in dental hygiene codes into their brand identity.

Now, they’re pulling some of that dentist’s choice spotlight away, opting to put more focus on refreshment, flavor, and moments of confidence. Led by global design consultancy Elmwood, the new brand identity puts increased emphasis on that illuminating starburst-shaped “ding,” placing it front and center in many of the chewing gum’s assets. While that ding seemingly gets relegated to support duty on the actual packaging itself, it’s clearly the star in adverts featuring the new identity.