Oxalis Logistics

Following a significant investment from a private equity firm, HGPL UK Ltd commissioned Glorious to deliver a major rebrand. Under the new brand name of Oxalis Logistics, there was a need to build a ‘people-first’ brand. To help aid strategic growth and strengthen global performance, we were asked to prioritise initial expansion in two key European markets.

In addition, there was a need to map a comprehensive strategic marketing plan, one defining a nuanced approach for the two target markets. A unified brand would leverage core company attributes to inform a compelling and persuasive brand narrative – establishing Oxalis Logistics on the journey to becoming a recognised leader in the bulk logistics sector. As champions of safety and innovation, Oxalis Logistics are committed to driving positive change and fostering a sustainable future for clients and colleagues alike.

Working closely with the Senior Management Team, we embarked on a comprehensive brand review. The in-depth workshop allowed us to better understand the business’s heritage and capabilities, align on strategic objectives, redefine company values, and agree on the vision, mission and core proposition. Exploring the competitive landscape, together, we identified opportunities to differentiate the Oxalis Logistics brand from its key competitors, both here in the UK and in Germany.

To demonstrate a genuine commitment to cultivating an inclusive culture – and to encourage workforce engagement – we surveyed potential brand identity options. Respondents were requested to critique the refined brand values, select a creative direction and provide feedback. This process allowed colleagues to feel valued and able to take a degree of ownership for shaping the new Oxalis Logistics branding.

On the back of this collaborative process, we created a comprehensive brand strategy with the ultimate aim of bringing cohesion and consistency to all communications, both internally and externally, on and offline, across the UK and German markets whilst also distinguishing Oxalis Logistics from competitors and positioning them as a sector leader. Subsequently, a distinct tone of voice and compelling narrative focused on three crucial attributes: a proven track record of innovation, an unswerving commitment to safety, and a people-first approach to their operations. As well as the design and development of a fully responsive website and a multi-channel marketing strategy with a tactical annual plan and monthly content planning, creation and delivery.

Oxalis is a large genus of flowering plant, consisting of five petals, occurring across the globe. They are considered adaptable and hardy, often thriving in challenging environments. Given the future ambitions of the pan-European logistics company – combined with our desire to create a clean, modern and meaningful brand identity – we garnered inspiration from the oxalis flower, believing it to be the perfect form on which to base the new brand symbol.

Some species of oxalis are known as ‘yellow sorrels’, which directly informed the primary colour in the new palette. Rather fortuitously, in terms of colour psychology, yellow has strong associations with positivity, optimism, and innovation, a perfect fit for the new Oxalis brand. To future-proof the brand, we designed an expansive and adaptable toolkit, ensuring the identity system was capable of evolving. By taking a flexible approach, we are able to reflect today’s vision and remain relevant in the future.

The company’s values; Innovation, Responsibility, Agility and Respect were represented by distinctive icons. This graphic language was extended to represent core attributes such as; people, safety and sustainability, as well as doubling as a way finding system. Introducing a highly flexible and dynamic element with a clean and utilitarian graphic approach helped to position the company as modern and forward-thinking, creating an identity that felt truly pan-European.

The industry norm tends to place ‘trucks and trees’ at the front and centre of communications, so we were keen to resist repeating the trend. Identifying an opportunity to differentiate, we opted to leverage people to demonstrate and validate Oxalis Logistics’ people-first approach, whether in the communities they serve, the clients they service and support, or the employees they nurture and develop. The company believes this philosophy is vital in driving continued success and shaping the future. Inevitably, a small number of hero ‘trucks and trees’ images are captured in more interesting and engaging ways, often set in inspiring landscapes.

The overarching goal is to position Oxalis Logistics as a trailblazer in the bulk fuel logistics sector, championing safety, redefining innovation, and becoming the logistics employer and provider of choice. The marketing strategy mapped out priority audiences, key channels, brand themes and success metrics, ensuring consistent delivery of Oxalis Logistics’ core value propositions across every touchpoint.

At the heart of Oxalis Logistics’ brand is a bold commitment to progress: seamlessly integrating advanced technology with sustainable practices to drive smarter, more efficient logistics solutions. Safety remains paramount, with rigorous standards that protect employees, clients, and the communities they serve alike. And just as vital is a strong, people-centric culture, one that fosters wellbeing, professional growth, and deep community engagement.

These pillars shaped a dynamic annual marketing plan, featuring monthly content planning and rollout across multiple social media channels, and powerful visual storytelling through videography that brings the Oxalis team’s expertise to life. We designed and developed a new dual-language website, which further anchored the brand, complete with web copy and case studies tailored to its diverse business units and audiences.

Twelve months since its initial launch, we can confidently say that the new brand identity has been extremely well-received by both internal and external audiences. A member of the Senior Management Team recently complimented us on the transitioning of the brand, stating that within weeks of launching, neither clients or colleagues were referring to the previous company name. The core marketing metrics have been met and exceeded with strong social media engagement for the industry, and from a financial perspective, performance has been equally impressive.

Photography: Sean Knott
Videography: Broaden Studio/Sam Oates