With Mirth, we made an acquisition based on the brand's potential to be realigned as a triple-bottom-line brand. We saw ourselves repositioning as a family-friendly brand on a mission to improve emotional well-being. 

Mirth means the emotions of happiness and joy. We believe that when we can fully express our full range of emotions, feel connected, are nourished and hydrated, and get plenty of time outdoors... our lives are filled with moments of mirth. 

We started by creating an adaptive theory of change and brand ethos, guiding early product decisions, shaping impact programs, influencing our community strategy, and defining partnerships.