HPG Rebrands Webb Company As Mixie
Webb Company (PPAI 143213, S8), based in Eagan, Minnesota, has rebranded as Mixie. The supplier, founded in 1993 and offering lip balms, lotions, sanitizers, breath mints and more, was acquired by HPG in 2020.
With the new company name comes a new logo, website, font, marketing collateral, product photography and entire visual identity system. Simultaneously, with the new rebrand comes a newly completed upgraded state-of-the-art production facility for Mixie in Eagan with a streamlined assortment of USA-made health and beauty products that can be mixed more quickly.
This marquee rebranding is the fourth completed by HPG’s in-house creative marketing team, based in Danville, California, and led by Jason Lucash, chief development officer.
“The transformation to Mixie was nothing short of a collaboration of creative minds,” says Lucash. “Working with the Webb team to develop a modern, bright and playful brand has been incredible. 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.”
The Webb acquisition in 2020 allowed for HPG to gain market share in the rapidly growing personal care sector of the promotional products industry.
“Since HPG’s acquisition of Webb last year, our experience working with the team has been a fantastic journey,” says HPG CEO Chris Anderson. “It’s with great enthusiasm that we welcome the fresh new look, brand and product experience that Mixie will bring to the industry. Combined with our recently completed state-of-the-art Minneapolis facility, Mixie is sure to set the standard for personal care.”