Birchbox, the subscription-based beauty sampling service, has a new global brand identity. The company says it redesigned its website style and logo to better compliment “the magic of the Birchbox experience, and the sophistication, fun, and authenticity of the brand.”

The company partnered with Red Antler agency, to make its branding visually stronger and globally cohesive.

The new logo uses bolder colors and fonts. It’s a box, turned on its side, in a diamond shape. It is meant to represent the “spark” – or the “aha” moment of the consumer’s shopping experience, when they find exactly what they need.

Its website features more vivid lifestyle imagery. Improvements were also made to the site, discovery platform and ecommerce offering. In addition, Birchbox took over Joliebox in Europe last year, and it has just been renamed in France and Spain.

Photo: One of Birchbox’s new logos.