Welch’s has been around for over 100 years and has been a happy co-conspirator for millions of PB&Js. However, they want us all to know they’re more than just grapes, and a slick refresh from Sterling does the trick by putting the spotlight on a whole salad’s worth of the fruits Welch’s continues to master.

In addition to their classic jams and juices, the new branding emphasizes more ambitious flavors like guava pineapple and watermelon lemonade, all in a punchy, youthful palette that stands out on the street and the shelf. Sterling also refreshed the logo, adding a little more bounce with swirly ribbon detail and a reminder of Welch’s modest, family-owned background.