Hostess, the maker of Donettes, Twinkies, Cupcakes and Ding Dongs, is getting a new look with updated packaging and logos as J.M. Smucker Co. attempts to fuel the brand’s growth by attracting younger consumers.

The sweets marketer is going with a more rounded font style and a simplified, brighter color palette. The redesigned boxes feature the word “Hostess” more prominently and retain the brand’s signature red heart while adding a cloud-shaped border around “Hostess,” a nod to the snacks’ “light and airy quality,” according to a company press release. Hostess positioned it as a more modern look meant to appeal to younger consumers.

The font for each brand is also a nod to an element of the snack, according to Aundrea Graver, director of marketing at The J.M. Smucker Co. For example, the “o” in “Donettes” is the shape of one of the sweet treats. “Cupcakes” has a more curly font, inspired by the curlicue icing on top.

“One of my favorite aspects of the work are the subtle Easter eggs embedded in how we present the product brands,” Graver said. “We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct and we did just that.”

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The new packaging also highlights that each snack is individually wrapped, which according to Graver emphasizes convenience and portability.

Design Bridge and Partners created the packaging design and Sarah Anne Ward Photography supported work on the updated product imagery. The new packaging will hit grocery store shelves in January.

Hostess last updated its logo in 2006.

The refresh comes about a year after Hostess was acquired by J.M. Smucker for $5.6 billion. In prepared earnings remarks last month, CEO Mark Smucker told analysts that Smucker was not satisfied with Hostess’ performance and is taking steps to “return the brand to growth.” 

The new packaging is the first step in updating the marketing strategy for Hostess—the snack maker has a new ad campaign planned for Hostess next year. J.M. Smucker’s bespoke Publicis Groupe team is handling the effort. 

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Smucker said that the new look and new in-store displays are meant to drive impulse purchases. Hostess will also launch new sharing sizes for Donettes and $1 packs for its donut and cake products, Smucker told analysts. J.M. Smucker plans to co-promote Hostess with its other brands, including its packaged coffee (Smucker owns Cafe Bustelo, Dunkin’ and Folgers.)

In the fiscal second quarter, J.M. Smucker Co.’s net sales increased 17% to $2.3 billion. Net sales of Hostess’ snacks were $316 million.