What’s sweeter than cupcakes? This new branding work out of 123W.

You’re all likely familiar with the Cupcake Girls. OK, so maybe you haven’t watched their reality show on the W Network, but we doubt you’ve gone seven years without having at least heard of the women who duo-handedly turned their little business into a cupcake empire. Well, now they have a new look, and it’s as delicious as their cupcakes.

The new logo is designed to be a “modern take on vintage bakeries, while drawing inspiration from icing-piped typography,” explains agency 123W in an Instagram post announcing the redesign, which also includes packaging that is meant to “connect every size of box to form ever-changing patterns in retail locations.”