Think people are reading more into the repaint than is really there: The company may be spinning it as a rebrand for whatever incidental publicity may be available (very sensible), but I suspect the reason behind it is more practical and mundane. The new livery is simpler, easier, and therefore presumably cheaper to apply, and it was noted during the recent very hot weather that the cabin temperature on the ground of the purple aircraft was higher than that of the others (dark things absorb more heat than light things), so painting the cabin area a light colour is probably a sensible move.
As PDXCWL45 says this appears to be a in-house job with no fanfare about external brand consultants or the like, and the work will probably be done as the aircraft cycle through regular maintenance anyway.