Every farm needs a reliable water source – especially in Australia, where our climate and environment can be harsh and unforgiving. Bores and submersible bore pumps are essential for farms of all sizes – to ensure livestock and crops can thrive at any time of year, in all conditions.

Tuhorse is an Australian-owned company providing reliable and affordable solar bore pumps – backed by local understanding and support. Founded in 2006, Tuhorse were acquired in 2024 with a new focus on growth and product expansion.

Designer Rice were engaged to reposition the Tuhorse brand, redesign the identity and increase brand engagement. What the research taught us, was that Tuhorse has a loyal following of customers who applauded the performance of their products, as well as their affordability and durability. Word of mouth recommendations were the main driver of sales, however the brand lacked awareness and single-minded clarity. In collaboration with the Tuhorse team, we defined their mission, vision and values, and arrived at a clear proposition: Engineered to Endure. This is a hard-working Australian brand supporting hard-working Australian farmers – all of whom are looking for a fair go. These brand foundations were then brought to life in a bold, authentic identity design that reflects the sector they support (and are a part of) – Australian Agriculture.

From qualitative research to brand strategy, identity design to brand communication, this was an enjoyable journey that allowed us to craft a relevant, authentic and aspirational brand for a sector we care about.