Ox Group Tools
Ox Group Tools
A New Range of Professional Hand‑Held Tools
Product Design . Mechanical Engineering . Prototyping . Design for Manufacture
Cultivating a Tool Brand That Stands Proud
| Client | Ox Group |
| Sector | Consumer, Industrial |
Ox partnered with Smallfry to bring a welcome sense of fresh air and unity to its product range and branding. We needed to honour Ox’s products by making them appear as tough and dependable as they are, without relying on the same design cues that designers have been used for decades. These tools needed to become the first choice for a discerning trade customer.
Aligning with Ox Group’s Powerful Branding
Ox uses powerful brand language. A simple, bold name paired with a logo featuring a dynamic bull crashing forward. For Ox to be truly memorable, the brand itself needed to take centre stage rather than the product itself.
Re‑Branding
We simplified the layout to remove unnecessary visual noise, giving Ox’s branding more space to breathe. Our message was clear: “these aren’t just tools, these are OX tools.” Every form change was made in service of the logo, shifting the focus from the product to the brand.
Creating a Design Language
By putting the Ox brand at the centre of the form design, we deliberately created a range that professionals would notice. However, 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 vision, we helped craft a reliable tool brand that stands out – even to sceptical trade customers who are naturally cynical of superfluous fluff.
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