We are so excited to share with you all a conversation we had with CJ Bianchi, founder of Zipsacks, about marketing, owning and operating a small business, hiking and backpacking and using stickers to market a brand. Zipsacks are the first roll-top stuff sacks to feature a full length, weather-proof zipper, allowing easy access without digging around blindly or dumping out the bag's contents. We hope you enjoy our conversation! Be sure to check out zipsacks online and on social media for all of your hiking and backpacking adventures.
Tell us a little bit about yourself! Give us your elevator pitch about you and Zipsacks. How did you first get started, and what inspired you to launch your brand?
I grew up hiking in the Appalachian Mountains before deciding to thru-hike the Appalachian Trail in 2014. While on trail one day we realized how frustrating it was trying to find the food and gear we were looking for in our roll-top dry bags, and ultimately dumping everything out on the ground every time. We talked about possible solutions. One of those solutions—a zipper running the full length of the bag—stuck with me and after moving to Oregon years later I decided to pursue the idea. I had no idea how to go about designing backpacking gear, so I found a consultant in town who helped me develop a technical package (a document with all the specs for manufacturing), build a prototype, and put me in touch with a manufacturer. After two years of development I launched the brand in January of 2025.
Who is your typical customer or audience, and how do you usually connect with them?
My typical customers are people interested in multi-day backpacking trips who require more gear and gear organization. I connect with them through social media apps like Instagram and by partnering with retail shops to get the product out in front of a wider market, though I’ve found the best way to reach my customers is to get out on the trail and interact with them in person.
What’s been your biggest challenge as a small business owner, and how did you overcome it?
My biggest challenge has been building brand awareness and converting prospects into customers. I don’t know that I’ve overcome this challenge yet. It’s been a slow build, but I think as I get the ball rolling I’ll start to gain traction more quickly. Engaging content and marketing materials paired with direct consumer interaction should help overcome this challenge.
What’s been your favorite customer story so far? Any cool moments with a customer that really stick out?
So we’re fortunate to have the Pacific Crest Trail running right past the town of Bend where we’re located. Each year thousands of hikers set out to hike the trail. As the main “bubble” of hikers has moved into our area, we’ve started going out on the weekends and setting up what the backpacking community calls trail magic. We drive up to a trail crossing and offer free food and drinks to hikers moving through the area. It’s so much fun hanging out with hikers from all over the world trading stories and seeing how excited they are to find hot food and cold drinks in the middle of the woods.
How do you approach branding and visual identity? I know you are a graphic designer, did you create all of the graphics or did you outsource to other designers for help?
I designed all the visual identity and branding materials myself. I’m glad to have a background in graphic design because it’s helped with what can be a very expensive part of launching a new brand. I wanted to go with branding that stood out from a lot of the visuals you typically see at outfitters, so I’ve tried to incorporate some bold colors and graphics that pull inspiration from 80s design style.
What role do physical products, like stickers or merch, play in your marketing or community-building?
Physical promotional materials play a big role in my marketing. Things like stickers and koozies seem to really resonate with people in the community. They’re going to put stickers on their vehicles, bear canisters and other outdoor gear, and everyone’s always got a koozie when they’re drinking beers around camp with friends. Having these things around them constantly helps keep the brand top of mind.
How did using stickers come up for you? Was it always a part of your marketing plan?
Yeah, stickers have always been part of my marketing plan. I can make so many fun designs and it’s an affordable option to get my brand out in front of my customers.
Have stickers helped with customer retention or word-of-mouth promotion? If so, how?
I think so. It’s still too early to know for sure, but every time I’m out with customers they grab a few stickers to stick on their gear. I also add one to each retail package as a little thank you. Every sticker out there on someone’s car, gear box, etc. is like a little billboard for the brand.
Do you give away stickers, sell them, include them in orders—or all of the above?
All three. I have some cheaper ones I give away and include in orders. I make some more fun designs on special materials to sell.
Have you had any fun or surprising moments related to your stickers (e.g., customers posting about them, seeing one “in the wild”)?
I’ve seen one or two in the wild and that’s always exciting, especially when it’s in a place you wouldn’t expect to see one.
Any advice for other business owners thinking about using stickers for their brand?
Come up with a cool design that includes your name or logo, but is more than just your logo. If the artwork resonates with people, they’ll be more likely to want to stick it in a prominent location.
Die cut, holographic, clear, or glitter: what’s your go-to sticker material and why?
I like die cut holographics or glitters. They add an extra level of appeal that you can work into your designs in a fun way taking your stickers to the next level.
Where do you like to stick your stickers—water bottles, laptops, packaging, something else?
Any of those places as well as people’s cars, retail locations, or other popular spots that outdoorsy people like to hang out at.
Do you collect stickers personally? If so, what kind do you go for?
Yes, I have a whole folder full of them. I like cool materials or fun designs. Things that make me laugh or just use great artwork are my favorite.
Are there any sticker or hiking and backpacking trends you’re loving right now—or ones you’re totally over?
I generally just like seeing brands come up with creative new ways to engage with their audiences and it’s always fun seeing stickers from brands I love in random places. I’m sort-of over the hyper saturation on social media and constant need to be on there. With so many people fighting for attention or to set the next big trend it feels like everyone is just drowned out. It’s a big part of why I really enjoy just getting outside and meeting people on the trail. It feels so much more authentic.
What’s a favorite trail that you have hiked that you recommend to everyone?
Anything out in the Wallowa Mountains, but I won’t say more than that. Kinda want to keep it a secret…
What is one of your dream backpacking trips or a location or trail you are desperate to go hiking on?
I’d like to do the Te Araroa Trail through New Zealand or the Annapurna Circuit in Nepal. Stateside I’d like to complete the triple crown. I already have the Appalachian Trail, but I still need the Continental Divide and Pacific Crest Trails to finish that.
Any final things you want to share about Zipsacks? Any events coming up you want to promote?
I’d just like to encourage everyone to check out the brand, and if you find the product interesting or useful, consider supporting the brand. We’ll be at Pacific Crest Trail Days this month up in Cascade Locks, OR so if anyone’s passing through, come check us out!
