Mason, OH –Downlite, a major down and feather processor and supplier of performance fills to the outdoor and home furnishings markets, recently launched a new brand identity for its bulk down division, inclusive of an updated logo, refreshed message platform, a re-designed website and new trade show booth.
With its new name and tag line, Downlite Outdoor – Comfort to the Core, the company believes the new identity better reflects the company’s essence.
“For years, our bulk down business unit has been hidden within our corporate website – without the true identity that it represented,” said Chad Altbaier, VP Sales and Business Development, Downlite. “Our down export business for apparel and sleeping bag production has grown tremendously so we knew it was not only time to give it a proper name, but to also develop a presence that better communicates who we are and the products we offer.”
Blaze, a Portland, Maine-based branding and business development consultancy, with extensive experience in the outdoor industry, was retained to bring greater visibility to Downlite’s Outdoor division.
“Downlite is a recognizable name across multiple industries and categories,” said Jim Hauptman, Principal at Blaze. “Our goal was to infuse the equity and positive associations the company has established in creating a focused brand identity extension – one that underscores their ongoing commitment to quality and innovation within the outdoor space.”
Downlite’s new trade show booth will make its debut at the Outdoor Retailer Winter Market held in the Salt Palace Convention Center, Salt Lake City, UT on January 21-24, 2014. Attendees are invited to come get cozy in Downlite’s booth #155-625, and receive a free pair of down booties that will keep you comfortable to your core!.
Downlite is America’s premiere manufacturer of down and feather, and synthetic bedding products. Its products – comforters, pillows, mattress pads, and feather and fiber beds – are sold under private label in leading department stores, specialty stores, and catalogs, as well as under major national brand names. Downlite also supplies high-quality bulk fills to furniture, outerwear and sleeping bag manufacturers around the globe. Downlite is a bluesign® system partner and a proud member of the American Down & Feather Council (ADFC). www.downliteoutdoor.com