September 16, 2021
Webb Company Rebrands, Changes Name
The supplier, which also has an upgraded facility, will now be known as Mixie.
Webb Company has a new name and an upgraded production facility.
It’s all part of a rebrand that sees the Eagan, MN-based promotional products supplier debut a new logo, website, marketing collateral, product photography and more.
Founded in 1993 and known for personal care products like lip balms, lotions, sanitizers and breath mints, Webb Company will now be called Mixie (asi/95838). Meanwhile, the supplier’s facility has been enhanced to provide for a streamlined assortment of USA-made health and beauty products that executives say can be mixed faster than ever.
These products feature the new Mixie logo and color scheme.
While there’s a new name, facility and visual identity system for the brand, what’s not changing is the supplier’s 28-year-long commitment to using premium ingredients, providing quality customer service and offering competitive pricing, executives said.
“It’s with great enthusiasm that we welcome the fresh new look, brand and product experience,” said Chris Anderson, CEO of Top 40 supplier HPG (asi/61966), which acquired Webb Company in 2020. “Combined with our recently completed state-of-the-art facility, Mixie is sure to set the standard for personal care.”
HPG’s Danville, CA-based in-house creative marketing team spearheaded the rebranding to Mixie in collaboration with the former Webb.
Mixie is the former Webb Company’s new name. The company has a new logo too, as seen here.
“Working with the Webb team to develop a modern, bright and playful brand has been incredible,” said HPG Chief Development Officer Jason Lucash, noting this is the fourth major rebrand the in-house creative team has completed.
Regarding Mixie, Lucash stated: “It was important that we chose a name and brand identity that embody the product line context and company expertise perfectly. In addition, we wanted to choose a concept and color scheme that was visually different from the rest of the HPG family to truly give Mixie its own identity.”
HPG is the 10th largest supplier in the promotional products industry, based on 2020 North American promo revenue of $169.8 million. HPG’s brands include Hub, Origaudio, Handstands, Beacon, Best, Debco, BCG Creations, Batch & Bodega, HPG Exclusive and Mixie.