Winx, formerly Stix, underwent a strategic rebrand as they expanded beyond DTC. Their new identity, built on principles of accessibility, discretion, and empowerment, preserved key elements of their original brand to retain their loyal customer base. The rebranding featured a combined logo and logotype, designed to harmonize with their iconic "wink" symbol. This evolution enabled Winx to secure retail positioning, maintain online customer loyalty, and amplify brand awareness through targeted marketing, partnerships, and media features in outlets like People Magazine.