Ox partnered with Smallfry to bring a welcome fresh air and unity to their product and branding. We needed to honor Ox’s products by making them appear as tough and dependable as they were, but without relying on the same design cues that designers have used for decades. These tools needed to be the first choice for a discerning trade customer.
Re-Branding
We simplified the layout to remove unnecessary visual noise. We gave Ox’s branding more space to breathe, our message: “these aren’t just tools, these are OX tools.”
Design Language
By putting the Ox brand in the center of the form design we have deliberately created a range that the professionals would notice. But we still needed people to trust the brand. We designed subtle forms around the branding making the products appear dependable and tough while striving to ensure they actually were. With this pedigree ‘vision’ we helped craft a reliable tool brand that finally stands out, even to the skeptical trade customers who are naturally cynical of superfluous fluff.
