About Jax
JAX is an American manufacturer of industrial lubricants with nearly 70 years of history, recognised internationally for synthetic lubrication technology and solutions for fleets, industrial environments and food grade applications.
In Brazil, the brand is represented exclusively by Higex, which holds its distribution rights in the country. Higex brought us the challenge: create JAX’s digital presence in Brazil with the authority the brand deserves, without sacrificing clarity.
Challenge
JAX was already well established in the United States, but needed to introduce itself to Brazil in a way that connected with the local market while preserving its global identity. The website had to be a comprehensive product showcase that was both corporate and accessible. The greatest challenge was to balance technical product depth with clear, direct language, unlike industrial websites overloaded with information and little visual hierarchy. The premise was clear: a website that stood apart from competitors. Clean. Minimalist. Focused on the product rather than the noise.
Solution
We developed the JAX Brasil website around the architecture of a digital catalogue: organised, easy to navigate and visually consistent with the brand’s premium positioning. Minimalism was a strategic choice that allowed the product to speak for itself, reducing unnecessary technical content and presenting solutions more clearly. We respected JAX’s visual identity and adapted it to the Brazilian digital context, integrating Higex coherently into the experience. The result is an entry point to the market that positions JAX Brasil as a reference in lubrication technology with a solution for each sector.
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