Brand Design for a Design Icon

After 25+ years of rapid portfolio growth, OXO's visual identity — from the core mark, to the half dozen sub-brands and 2,000 SKUs —needed modernization, and the portfolio needed a serious clean-up.

We evolved the OXO logo to be more balanced and visually impactful.
Sub-brands were evolved to aid consumer navigation. New sub-brands were created : OXO Brew in coffee, and OXO Outdoor, camping cooking gear in collaboration with REI.

Visual Identity / Art Direction and
Photography / Packaging Design

Studio HC worked on identity, packaging, photo style and touchpoints across the OXO brand journey, including a newly re-staged website, social media across platforms, and advertising. [The evolved packaging system was embraced by the OXO in-house brand team, and executed across 2,000 SKUs globally.]

We also created a brand book to tell OXO’s story, indoctrinating and inspiring internal audiences and external partners, [helping demonstrate how the brand positively impacts the everyday lives of people everywhere].

Client Strategy: Karen Schnelwar / Client Creative Director: Maryann Mitkowski