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Luyu

“As Tough As Australia”

In the rugged expanse of the Australian industrial landscape, Oxplo emerges as a beacon of durability and reliability, crafted by the experienced hands of Luyu and the strategic ingenuity of our brilliant team here at TOAST. Designed to embody the spirit of exploration and resilience, Oxplo seamlessly integrates premium quality with the robustness of the Australian outback. Rooted in the ethos of "For Australians, By Australians," Oxplo stands as a testament to Luyu's commitment to delivering machinery solutions that endure the toughest of challenges.

Sectors

Government / Corporate
Strategy / Branding
Business Transformation
Education / Health
Government / Corporate
Retail / Fitness
Technology / Finance
Environment / Sustainability
Not-for-Profit / Community
Lifestyle / Luxury
Place / Property

Services Completed

CSR / ESG
Web Design
Brand Guidelines
Editorial Design
Web Design
Brand Architecture
Business Transformation
Advocacy / Engagement
UI / UX / CX
Place / Environments
Strategy / Branding
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Challenge

Oxplo faced the formidable task of not only establishing itself as a premium brand in the Australian machinery market but also embodying the essence of exploration and resilience. With Luyu's reputation for delivering comfortable, precise and reliable products, Oxplo needed to go beyond mere functionality and embrace the adventurous spirit of exploration. Moreover, the brand had to convey its deep understanding of Australian conditions while cutting through a very busy market.

Our Solution

TOAST embarked on a strategic journey to craft Oxplo, infusing the brand with a sense of adventure, resilience and unwavering strength.

Leveraging Luyu's expertise, Oxplo ensured that its products surpassed industry standards for quality and reliability. Every Oxplo machine was meticulously engineered to withstand the rigours of exploration and the harsh realities of Australian landscapes, providing customers with unrivalled performance and durability. Given this, TOAST settled on the name Oxplo, derived from 'Explore,' and 'Exploration,' capturing the essence of adventure and discovery. Additionally, the association with the animal Ox symbolises strength, durability and resilience, aligning perfectly with Oxplo's brand identity. 

The "For Australians, By Australians" ethos that TOAST strategised reinforces the brand's local roots and dedication to serving the needs of the Australian community, fostering a sense of pride and ownership among customers. Thus the tagline "As Tough as Australia" takes this ethos further and encapsulates Oxplo's commitment to resilience and durability, resonating with customers across construction and farming sectors. 

The brand’s colour palette serves as a visual representation of its rugged, Australian-inspired identity. Drawing inspiration from the vast and diverse landscapes of the Australian outback, the palette features a harmonious blend of charcoal grey and dark orange. Reflecting the solidity and durability of the brand's machinery, the grey hues evoke the ruggedness of construction sites and the resilience required to thrive in challenging environments. Complementing this, dark, rusty orange adds a warm yet energetic element to Oxplo's palette. Inspired by the rich tones of Australian terrain, this earthy tone represents vitality, endurance and the untamed beauty of the Australian landscape.

Whether on a bustling construction site or a remote farm, Oxplo's machinery stands out as a beacon of reliability and strength, embodying the spirit of "As Tough as Australia."

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