We were approached by Eacon in December 2024 to support with their entry into Western Australia and more broadly markets outside of China.
Eacon is a Bejing, China headquartered business developing and supporting the implementation of autonomous truck software, primarily in mining operations. They are in the process of setting up an office in West Perth to manage this market entry.
Having reviewed their existing brand style guide it was clear that the language, visual direction and robustness of the style guide was not suitable for the market entry. This was not only because of the language but also the execution of the brand. The basic approach to brand means the only assets available was a logo, a font and one colour. To cut through to a new market they needed a brand that would be flexible enough to work in various scenarios including brochures, conferences, business card and sales collateral and on the vehicles.
The company engaged Purple to translate the language from Mandarin to English and to reinvent the brand direction. The parameters were that the logo must not change but the application, brand elements and assets as part of the brand kit were all open for evolution. The style guide also includes subsidiary brands that needed to be reworked to all align and leverage the same brand identify as part of a house of brands strategy.
I was responsible for all aspects of the visual identity of this project.
