Bespoke Land Rover Dealership Identity
Brand Naming
Tag Line
Logo
Colour Scheme
BRIEF
Leox Rovers, a luxury Land Rover Defender restoration company founded by law firm partners, needed a brand identity that reflected their transition from hobbyists to professionals catering to the US market. Specialiaing in high-end custom builds with premium interiors, they sought a name and logo that conveyed strength, elegance, and a sense of rugged luxury, appealing to a predominantly male audience.
SOLUTION
After extensive name exploration, “Leox Rovers” was chosen, combining “Leo,” Latin for lion—a nod to their legal background—with the rugged power of Land Rover Defenders. The tagline “Rugged Luxury” captured their unique blend of toughness and refinement. The logo featured a lion with a shield-shaped mane, symbolising strength and protection. Orange and charcoal tones were selected for a dynamic, energetic aesthetic, while a clean sans-serif typeface ensured versatility across all brand touchpoints, from embroidered headrests to badges on restored vehicles.
