The company has refreshed its brand, focusing on five main pillars: illustration, color, typography, product, and voice and tone. The previous brand system was found to be difficult to replicate without an in-house full-time illustrator and lacked scalability. The new brand system has been updated to make it more scalable, with changes such as thinner lines, strategic usage guidelines, and the elimination of full-body illustrated characters. The company has also made updates to its core color palette, typography, product visuals, and voice and tone to create a more unified and cohesive brand. The brand refresh was a collaborative effort involving a world-class group of creatives, including designers, writers, typographers, photographers, illustrators, animators, and producers.