Zipline (asi/99030) is rebranding with a new name.

The Green Bay, WI-headquartered supplier will be known as Happi. The firm isn’t immediately retiring the Zipline brand, though. Rather, it’s beginning the change with the moniker, “Happi Powered by Zipline.”

The Happi branding features on the supplier’s holiday catalog.

“We will be educating our customers over the next year about Happi and then transition formally to the new name with our 2023 Holiday catalog next year,” said company President Hans Kindsgrab.

Kindsgrab added that the new name better embodies the ethos and values that Zipline/Happi holds dear, such as operating responsibly, focusing on eco initiatives and providing quality products that get kept and used time and again. He noted that bamboo products and reusable drinkware are part of the firm’s eclectic product mix.

“Moving to the Happi name allows end-users to feel Happi with their logo merch, and everyone needs more Happi,” said Kindsgrab. “We believe this brand transformation is the future of promotional products, and as a boutique supplier seeking to be the best, not the biggest, we are proud to help push the industry forward.”

The Zipline brand dates to 2007. The company was in the industry under a different name for years, but under new leadership the firm’s moniker became Zipline at that time.