BRAND DNA
Our new identity is not just a logo or a name – it’s a reflection and commitment of our vision for the future. We envision a world where all our customers’ required parts are stocked, downtime is eliminated, parts are innovated and improved, and we are the relied upon supplier for mining equipment replacement parts. This vision is the driving force behind every decision we’ve made in shaping our rebrand.

ROX
A riff on the substrate mobile equipment mine (Rocks). Combined with the animal the Aurochs or Ox for its characteristics in defence, agility, and protection.

AUROCHS / OX
Representing the strengths of the division and the parts we supply the Aurochs is known as an agile, athletic, and strong animal capable of defending themselves against predators such as wolves.

BRAND STORY
We are excited to introduce our reimagined identity – a transformation born from our unwavering commitment to provide even greater value to our customers and a realisation that our provision of OEM replacement parts division has become much more than just a business unit. Our journey began with a simple idea, and today, that idea is evolving into a brand-new experience that reflects our dedication to innovation, quality, minimising downtime, and customer experience.

THE ORIGINS
Every great journey has its origins. What has become ROX today started in the late 2000’s when we began supplying OEM replacement handrails for Underground machines. This quickly evolved into supplying more handrails, then more parts. Which then evolved into servicing the Open cut machine market, supplying components such as handrails, fenders and guards, platform modules and fuel tanks. Through the years, we’ve remained dedicated to serving our customers, adapting to their needs, and leveraging new technologies to improve their experience.

THE EVOLUTION
As time passed, the division continued to grow both in parts and services provided as well as our human resources and supporting divisions such a research and development (R&D). We realised that providing what the industry needs and mitigating customer pain points meant embracing change. Our rebrand is the result of an evolution – a transformational process that has seen us listen to your feedback, learn from our experiences, and begin a journey towards continued innovation to create something even more exceptional.

THE VISION
Our new identity is not just a logo or a name – it’s a reflection and commitment of our vision for the future. We envision a world where all our customers’ required parts are stocked, downtime is eliminated, parts are innovated and improved, and we are the relied upon supplier for mining equipment replacement parts. This vision is the driving force behind every decision we’ve made in shaping our rebrand.

THE BENEFITS
Our rebrand isn’t just for us – it’s for you. We’ve reimagined our service with you in mind, with the mission of creating an experience that is more streamlined, innovative, and dedicated than ever before. With our new identity, we’re poised to elevate your experience and empower you like never before. With a restructured team, more robust R&D, and a new, dedicated website in the works we are poised to deliver the best service in the industry.

THE PROMISE
Our promise to you remains unchanged. Just as we’ve stood by your side in the past, we will continue to be your trusted partner on this journey of sustained value and minimising downtime. Our commitment to all parts being stocked, downtime eliminated, innovated parts and improved performance, and becoming the relied upon supplier for mining equipment replacement part supply remains steadfast, serving as the bedrock of our rebrand and the road ahead.

CONCLUSION
In closing, we’re excited to embark on this new chapter with you. Our rebrand of our OEM Replacement Parts division is more than a new name, new colours, or new logo – it’s a testament to our dedication to continuous improvement, innovation, and growth. Thank you for being a part of our story so far, and we look forward to the exciting journey ahead, hand in hand.