Brand Modernization: Aligning the Brand to Product Excellence
OXO products are known for innovation, function, and design. The brand’s visual expression needed to reflect that same level of clarity and confidence. The work focused on evolving the brand image to reflect the confidence expected of a global design leader. Photography, identity, voice, and supporting systems were refined to better showcase the products’ engineering, performance, and design.
A central focus was brand architecture. As the portfolio evolved, identity systems needed to better reflect the clarity and restraint of the products. Sub-brand wordmarks had grown visually prominent while the masterbrand receded, leading to uneven recognition. Rebalancing identities to reassert the OXO brand, alongside updated typography, established a modern, modular system designed to support long-term growth.
The work centered on evolving OXO’s visual brand systems with a focus on clarity, restraint, and equity. Photography standards were redefined to better communicate product functionality, and a shelf-back approach was applied to address inconsistencies and improve shoppability. Packaging systems were thoughtfully refreshed to strengthen hierarchy and presence while preserving what consumers already trusted.
The approach was intentionally evolutionary rather than revolutionary—updating the brand to meet contemporary expectations while honoring its legacy. The result is a confident, cohesive global brand image that more clearly reflects product quality and reinforces OXO’s position as a category-defining leader.