And I want to know if it's always been so honed in on its particular messaging or if that's something that has evolved alongside it.

That's a great question.

And again, as someone who has lived and breathed brands for my entire career, joining this particular brand has been super fun and very interesting for a range of reasons.

When I joined, I've been here, it'll be two years in August, which is crazy.

Time flies when you're having fun, but we've definitely been on a journey, I would say.

The brand, I was fortunate enough to join the brand when it had some really strong structure and infrastructure, you know, a really beautiful visual identity in terms of the packaging with craft.

It was very consistent, really visually enticing.

What is the messaging that we need to do to attract these people? Like, at what point do you let your brand identity roll and let the chips fall where they may versus going after somebody who you think you want to be your customer?