An evolved primary logo features a sun mark, evoking the brand’s optimistic, laidback spirit. New, intentionally rustic typography brings balance and a sense of warmth, nostalgia, and character to the letterforms. The juxtaposition of modern type and the sun mark with weathered details creates a storied yet modern feel.

A collection of graphic elements allow the brand to flex across platforms, creating a layered system that feels like a legacy brand that’s grown over time. The fresh brand identity is brought to life in an array of applications — from the online experience, retail store signage and shopping bags to custom e-commerce package design, gift tags, stickers, and apparel labels. The result is an authentic, inviting brand experience that customers, team members, and partners see, touch, feel, and always remember.