Chobani, the wildly popular brand credited with popularizing Greek yogurt in the United States, recently launched new branding intended to help Chobani stand out in the sea of Greek yogurts that now crowd the category.

"The company has completely redesigned its packaging, tossing out the usual white cups with the fruit photos in favor of a design inspired by 19th century American folk art, featuring a color palette borrowed from leaves and flowers and bark, and illustrations reminiscent of old seed catalogs," AdWeek reported of the new packaging.

Notably, the fruit on the front of the package is rendered as a painting rather than a high-resolution photo, lending an old-fashioned, vintage feel to the product that is rarely seen in mainstream consumer packaged foods. According to Chobani, the company hopes the redesign will help highlight yogurt as a prime cooking ingredient—such as a sour cream swap—to encourage shoppers to use the product beyond breakfast or snacking events, and make the brand more approachable to a wider range of consumers.