Roxell unveils new brand positioning based on its 360° portfolio

360° house equipment, a comprehensive range
calendar icon 6 September 2022
clock icon 2 minute read

Roxell is ready to launch its new brand positioning for the next years. The keywords for our comprehensive range are: Innovative, Durable and Performant. Discover the new messaging here.

When a company has existed for more than 50 years, its communications evolve over time. And Roxell is no exception. Roxell’s new brand positioning for the coming years is ready for launch and you will see this reflected in our communication. Our focus is as follows:

360° house equipment, a comprehensive range

Roxell is known worldwide as the manufacturer of durable and innovative house solutions for poultry and pig companies. In the early years, we focused primarily on innovative feeding and drinking systems. In the last few years, we have worked to expand our portfolio. Roxell invested in its own nests, controllers, fans and heating appliances. And with the acquisition of Holland Heater, we instantly gained an ultra-modern heating range.

Today, Roxell can offer a 360° range for house equipment. All products in our comprehensive range are built on 3 pillars: Innovative, Durable & Performant. This new brand messaging emphasizes our assets by building upon the excellent reputation that Roxell has had for many years now. The new communication campaign will therefore demonstrate why Roxell is synonymous with these 3 keywords.

The 3 keywords for Roxell

1. Innovative, from idea to end product

  • High-quality, in-house development – we develop everything ourselves, from idea to end product, and we never compromise on quality.
  • Commitment to animal welfare – all our systems must be animal friendly.
  • Groundbreaking products – our patents are proof of our pioneering spirit.

2. Durable, both the products and our relationships

  • Built to last – with a well-thought-out design and robust materials, we build excellent products that are durable due to their high quality
  • Good customer service – our teams are customer oriented because Roxell values long-term relationships.
  • In your own language – the stable and experienced network of 165 distributors offers service close to home in the customer’s language.

3. Performant, for animals and farmers

  • Responding to needs – 300 talented employees and 50 years of experience in the sector help us to detect and respond to customer needs.
  • Facilitating your growth – premium suppliers deliver raw materials to our state-of-the art production sites because we want to build products that allow your company to grow.
  • Cost savings – investing in a Roxell system saves you time, feed and energy.

All in all, a powerful message with clear brand positioning. We have translated this approach into new images, icons and an update to our general house style. You will start to see these elements appear over the coming months.

Frank Hartmann

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