Manufacturer Identity
Developed by Madman Labs
Madman Labs is the manufacturer and formulation ecosystem behind the ELUXE Lubricants brand.
Brand Architecture
Madman Labs operates as the manufacturing and product-development identity. ELUXE is the premium master brand. Product names such as Jungle Platinum, Jungle Gold, Super Rush, and Rush Original operate as product variants within the ELUXE ecosystem.
Industrial Positioning
The ELUXE range is presented as an industrial lubricant product family, with consistent language around industrial lubricants, lubricants for machines, lubricating oils, machine cutting oils, and machine cutting fluids.
Scalable Product System
The structure is designed to support future products including ELUXE Black, ELUXE Titanium, ELUXE Fuel, and ELUXE Xtreme while keeping ELUXE as the dominant brand identity.