After 75 years in the battery business, you learn a few things: shortcuts don’t save time, cheap parts cost you more in the long run, and nothing beats a team that shows up every day ready to work. That’s the spirit BBI was built on. So when we decided to refresh our brand, the goal wasn’t to become something new, it was to show the world who we already are.
“We kept the core pieces of our logo intact because they represent the foundation we’ve stood on for decades,” said Jessica Tipton, Marketing Manager.
“We just modernized them because the way we look should reflect the momentum we’ve earned through quality, innovation, and the pride our people put into this work.”
If you’ve seen our new brand or visited the new site, you’ll notice the tone is different too. It’s more direct, more confident, and definitely more real. That’s not by accident.
“When we landed on the idea of Bringing the Juice, it just fit,” said John Gaughan, VP of Sales & Marketing. “It’s how people in this industry actually talk. It’s real, it’s honest, and it describes exactly what we do. We bring power that lasts. And we serve people who bring the juice every day.”
John pushed for the phrase because it wasn’t crafted in a conference room. It was something said on the plant floor, something heard from partners and dealers, something that reflects the way this industry thinks and works. It’s a campaign built from the same authenticity that’s carried BBI for 75 years.
That commitment to quality, to improvement and doing things the right way is what has kept BBI strong through changing markets, changing technology, and changing expectations. And it’s what continues to drive us forward.
“This isn’t just a new look. It’s the next step in a path we’ve been on for a long time,” said Rick Frauenfelder, Chief Operating Officer.
“We’re proud of the last 75 years, and we’re even more excited about what’s ahead. We’ve got the people, the product, and the momentum to keep delivering the power this industry depends on.”
BBI’s new brand doesn’t change who we are.
It just says it louder.
And trust us – there’s plenty of juice behind it.