Dependable

As TAXI West continues their ground-up rebranding of Calgary-based Rocky Mountain Equipment, they’ve also been busy developing a new brand of motor oils and fluids for Rocky Mountain Equipment that will be sold at their 38 retail locations across Western Canada.

Playing off of Rocky Mountain Equipment’s new tagline “Dependable is what we do,” TAXI West developed the Dependable product line. “In our research and findings we realized that the farm and construction industries are constantly faced with unpredictable situations, whether that be bad weather or rising supply costs. One thing that Rocky Mountain Equipment has always offered is dependable products and service in an otherwise unpredictable landscape,” said Chris Zawada, Design Lead for TAXI West.

“Rocky Mountain Equipment’s customers are looking for affordable products to help minimize their operational costs, while still maintaining the quality and durability of higher-priced name brands. Farmers and construction workers are no bullshit and to the point, the products they use should reflect this,” explained Zawada.

Laird Munro, Director of Marketing and Communications at Rocky Mountain Equipment, said, “This is our first foray into our own line of products, which we plan on extending in the future. We see the Dependable brand as an incredible platform to further extend our new brand positioning beyond traditional forms of advertising and communications.”