#Branding #Digital


Manufacturing / Forestry


What we did?
Brand strategy
Visual identity

What’s as big as a house, burns 20 litres of fuel every hour, puts out a sh*tload of smoke and noise, and cuts an apple into three pieces? A Soviet machine made to cut apples into four pieces! It’s an old joke but there’s still truth to this. Especially in the manufacturing industry. Machines are all about brute power. Dipperfox’s approach is different – work smart, not hard!

Take, for example, stump removal. Traditional methods like excavation, ripping and grinding are time consuming, inefficient and leave a complete mess behind for others to clean up or live with. Dipperfox does the job fast and neat – crushing a stump in just 20 seconds and pushing its remains deep into the ground, where they decompose naturally. No craters, no piles of rubbish and it’s 5-15 times faster than any competition.

Smart work philosophy is the central pillar on which the brand is built. From the name and identity to the manufacturing and presentation. Dipper is the arm of an excavator and fox is the archetypical clever character in the folklore of a lot of different cultures. The identity continues to make faint references to the animal – adding a swift little tail added to the “f” in the logotype. This abstract approach makes the logo much easier to use across a range of mediums and sizes.

And the presentation is vastly different as well. It’s not about packing the materials with what engineers know, it’s about highlighting the end user value in a clear and precise way. More reminiscent of a techy startup than a heavy machinery manufacturer.

Enrolling in and winning the Design Masterclass programme in June 2020 has made Dipperfox a textbook example of design thinking and user focused product development. They unanimously won both the jury’s and audience’s grand prix at the end of the 9-month development programme and are continuing to invest in design. A smart move that has put them paces ahead their competitors.