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March 19, 2011 1:30 PM CDT

AmeriMix Expands West With New Look

Superlite and CPM to produce AmeriMix brand products


AmeriMix has unveiled a new corporate look, including new product packaging.

AmeriMix has unveiled a new corporate look, including new product packaging.
AmeriMix, a manufacturer of preblended mortars, grouts and stuccos recently unveiled a new corporate look - including a new logo, product packaging and marketing materials. The update coincides with the company's expansion of its product offerings into Arizona, Idaho, Montana, New Mexico, Nevada, Oregon, Texas, Utah and Washington through its two sister companies, Superlite Block and Central Pre-Mix (CPM).

AmeriMix manufactures high-quality products for use by masonry, stucco and general contractors for a variety of applications. Through December 2010, AmeriMix served states in the Northeast, Midwest, Mid-Atlantic and South regions. The new westward expansion, starting January 1, 2011, offers the company a significant opportunity to grow its brand on a national level.

"Through the process of expanding into the Southwest with Superlite, and the Pacific Northwest with CPM, we spent time examining our brand from the inside out," says Andy Brinkmeier, senior vice president and general manager - Masonry Division for Bonsal American, Inc. "Through our research we determined that our old look - while it served us well - did not define our business clearly."

New product packaging was introduced January 1, 2011, and with it, an easier system for contracting professionals to find the products they need, Brinkmeier explains. That system includes white bags which allow the graphics to come across clearer and more professionally. Additionally, a system of color coding and shapes was used to help the consumer better differentiate between products and mortar types.

The new company logo helps define the industry and the business in which AmeriMix operates. The graphics symbolize AmeriMix's mortar product offerings and use a richer color palate that delivers the essence of AmeriMix's focus on "Pride in Every Bag." The new logo replaces a silo-type logo the company used since Bonsal American acquired the brand in 2007.

"This new look represents a company that is growing and embracing change while continuing to innovate and serve its customers with high-quality products," Brinkmeier says. "We're excited to introduce it to our current customer base and the new customers in our expanded territories. We are also excited about the positive response we have already been receiving from our customers about the packaging and logo."

One thing that isn't changing about AmeriMix is the quality of its preblended products, their ease of use and the benefits to construction contractors. The automated batching process ensures that all materials are weighed, batched and blended to a high degree of accuracy in a controlled manufacturing environment which results in labor and time savings, in addition to reducing on-site waste. This same quality or "Pride in Every Bag" also applies to the new West Coast expansion as those customers will continue to enjoy the great product and service they've always counted on from Superlite and CPM.

About the Author

Bonsal American, Inc. is headquartered in Charlotte, N.C. For more information visit


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