HPG Rebrands Webb Company as Mixie
Webb Company, Eagan, Minn., is one of the best-known suppliers in the promotional product industry. Since its founding in 1993, Webb Company has been an industry leader when it comes to blending unforgettable scents and fragrances to create lip balms, lotions, sanitizers, breath mints and more.
After 28 years of mastering its craft and its acquisition by HPG in 2020, Webb Company still stands by the same principles of using premium ingredients, quality customer service, and competitive pricing, but now the company has changed its name to “Mixie.”
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 U.S.-made health and beauty products that can be mixed faster than ever.
This marquee rebranding is the fourth completed by HPG’s in-house creative marketing team based in Danville, Calif., led by chief development officer Jason Lucash.
“The transformation to Mixie was nothing short of a collaboration of creative minds," Lucash said. "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 it’s own identity”.
The Webb acquisition in 2020 allowed 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,” said 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”.