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Tailoring a Chinese brand identity for the Australian market

Client name Eacon Mining
Year 2025
Work completed Creative and digital
Team Hayley Emmett, Adam Elovalis, Liliana Moreno

Overview

Eacon Mining approached Purple to adapt their existing Chinese brand assets for application in the Australian market.

The goal was to translate and refine the current brand guide into English, ensuring cultural relevance and strategic clarity for new audiences. On completion, the engagement expanded to include strategic recommendations for a broader brand refresh to support Eacon’s growth and positioning.

Challenge

Eacon Mining is a mining and technology provider headquartered in China expanding into the Australian market. They provide autonomous vehicle solutions to mine sites and quarries, helping resource companies operate more safely and efficiently. Through partnerships, they supply fully enabled vehicle fleets, using LiDAR and sophisticated software to map and control vehicle operations on site.

While the Chinese domestic brand identity was robust, it was not readily transferable into the Australian market due to language, cultural nuances, and market expectations. The primary challenge was to:

Preserve the integrity of the original brand,
Ensure clarity and relevance for Australian stakeholders,
Anticipate the impacts of future growth into other international markets.

Solution

We used a structured, multi-phase approach:

Discovery & audit: Review of existing brand assets and Chinese brand guidelines.
Stakeholder alignment: Meetings with the Eacon team to understand the current issues and make suggestions for modifying the scope to help better achieve goals.
Translation & adaptation: Conversion of the brand guidelines into English with modifications as required.
Develop brand guidelines: Creation of tailored, comprehensive brand guidelines modified for Australian use.
Strategic brand refresh: Ideate and create a refreshed brand identity, which we added to the Australian brand guidelines

Results

The final brand guide and recommendations were well received by Eacon’s leadership and internal teams.

Key outcomes included:

Enhanced clarity and cohesion between domestic and international brand executions
A robust foundation for future campaigns and market expansion
Internal alignment around brand standards across global teams

“Purple helped us bring clarity and consistency to our brand. Their thoughtful design approach and attention to detail resulted in a set of brand guidelines that truly reflect who we are. A great creative partner throughout the process.”