While driving home to Bentonville, Arkansas, in October 2021, Justin and Rilee Campbell brainstormed a new name. A tour of Satellite Industries’ manufacturing facility in Elkhart, Indiana, and the 12-hour drive home provided the perfect incubator for their new luxury restroom trailer business. The launch was imminent, and both were balancing the new business with full-time jobs.
The couple had gone to visit Satellite’s manufacturing facility to look at trailers, get a better understanding of the units, how they work and how well they’re built. “We got to meet people, walk through the plant and just talk about the business,” Rilee says.
One pressing issue they discussed on their road trip was the company name and logo. They ultimately settled on Luxi Loo Rentals, but it was a process.
“I remember wanting to come into the market with a really clean and fresh and premier type of brand,” Rilee says. “So I was thinking about it as if I were a customer. I love the color blue, being that fresh, clean, aqua color and wanting it to be a brand like that.”
Justin wanted to make sure it was trademarkable so they could protect the brand. “So as we came up with names we were looking them up on the government trademark site,” he says.
“I liked the ‘Loo,’” Rilee says. “I just think it’s fun. It’s fresh for the industry.” And Justin liked the alliteration in Luxi Loo. When they checked the trademark site, they saw the name had not been registered.
They initially tried to register it as Luxy Loo with a Y (as a play on the word “luxury”) but the website wouldn’t accept it. “So we thought, what does it look like if we just do an ‘I’ and it took it,” Rilee says. “So, it was like, okay, I guess that’s our name.”
“I love to be creative,” she says. “When I was young, I did a lot of scrapbooking and card-making and all those fun things as a little girl. I’m in finance and accounting now, and there’s not a lot of creativity you can do with that. So this was a fun outlet for me to design a brand and what we wanted it to say to the customer.”
Read more about Luxi Loo Rentals in this month’s issue of Portable Restroom Operator magazine.
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