Overview

Ross Laboratories is a leading Australian manufacturer of private label cosmetics, toiletries & therapeutic goods. They specialise in formulating and producing high quality products for leading retailers and major local & international brands, offering clients extensive resources that tailor product development and manufacturing to their specific needs. 

To mark over 90 years of businness and signify their leading role into the future, Ross Cosmetics becomes Ross Laboratories. The name change is to better represent their buisness offering, the update to laboratories puts greater focus on their extensive manufacturing capabilities, innovative R&D and international distribution.

The project encompassed comprehensive brand process, with extensive brand guidelines developed to establish the new brand in application.

Brief

Develop brand identity concepts to bring the Ross Laboratories value proposition “Innovation delivered“ to life, focusing on the one compelling reason that a client would want to use their service. This being that they provide value, through continuos progressive thinking, and assurance, through world class customer service and outstanding supply chain management.

Concepts must be suitable for the B2B environment and show the potential for working across coporate collateral and digital comms.

Solution

Titled “Innovative partnership” the direction focused on how strength is created through partnerships and innovation is enabled thorugh expertise and vision. 

The Logo leverages the Equity of the Ross name and the legacy of 90 years of business by championing the most prominent aspect of the name the “R”. The circular nature of shapes forming the logo refers a continuos progressive nature, and the duality of the shape speaks to the importance of partnerships. it is designed to work at any scale, to be reproduced on any substrate, and to provide the basis for an expanding family of materials.

The overall look and feel of the identity is bright, clear and structured, balancing purpose and progression. 

The visuals link beauty and production, with close up shots of instruments. This is partnered with portrature of staff at work, showing the purpose and human side of Ross’ technical expertise.