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Taking the bull bar by the design horns

As experts in Brand Creation, Bapcor gave us the task of creating an original name and brand look for a new range of 4WD protection products designed for value-conscious corporate customers looking for reliability at an affordable price. 


Oxley takes its name from one of NSW’s most spectacular rural highways and evokes the sense of heritage and trust that a product made for harsh Aussie conditions is all about. 


The classic range of ‘no-fuss’ bull bars, steps, rails and under-body protections also informed the brand design and language, with a clean, simple palette and iconographic style reminiscent of outback road signs.

OXLEY transformation.jpg

“The team at Whippet have consistently delivered at a very high standard for Bapcor, delivering project upon project, on budget and on point. Their creative and strategic process in collaboration with our team has delivered fantastic results in market and we could not be happier with our relationship.”


Richard Wood
General Manager – Private Label

The project covered


Branding strategy | Brand creation | Visual identity |  Design asset creation | Brand Guidelines

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