Jaxx Bean Bags to unveil rebranded image at High Point
Michael J. Knell -- Casual Living, September 26, 2012
Jaxx Bean Bags, an Atlanta-based manufacturer of eco-friendly bean bags, announced plans to present a rebranded image at the High Point Market in October, alongside the launch of its special edition denim line of products and new website, jaxxbeanbags.com.
"We wanted to be sure people knew our story," Jaxx Director of Brand Management Brandon Gavic said. "When I came into the company, I had to tell people to take a step back and look at how good of a job they were doing in our Atlanta factory. We were making great products, and having a lot of fun doing it, and our consumers are obviously a lot of fun. Understanding that was a huge step in figuring out how to capture our brand."
The first stage of the rebranding effort included using Atlanta-based fashion photographer Russell Dreyer to shoot the new Jaxx lookbook and product line.
"Russell was an easy choice," Gavic said. "We wanted to tell the story with images, so we needed someone who knew our customers and our employees. We had a lot of fun on the project, and you can see that in our brand."
Jaxx has also refocused its energy by promoting a part of the company that has always been present, but never highlighted. Its carbon footprint is greatly reduced by continuously looking for locally sourced raw materials, most notably Jaxx's own ECOFOAM, which it up-cycles from local furniture manufacturers' post-industrial foam scrap. As part of this effort, Jaxx joined the Sustainable Furnishings Council in 2012, and will continue to work with the group in order to further develop sustainable practices.
Jaxx Bean Bags was established in 2006 in Atlanta as a solution for using local furniture manufacturers' byproduct. Jaxx can be found in Showplace 3312 at the High Point Market from Oct. 13-18, online at www.jaxxbeanbags.com and on Twitter @Jaxx_BeanBags.