Category Expansion: OXO Outdoor
OXO’s deep expertise in cooking, cleaning, and coffee revealed a whitespace in the camping and outdoor category. The challenge was extending the brand where it had no prior presence while speaking authentically to a new audience with distinct needs and expectations.
The identity of OXO Outdoor transferred the brand’s problem-solving DNA to the realities of camp life that don’t exist in the home kitchen—space constraints, transportability and multi-functionality. OXO Outdoor established a new credible, go-to brand for use at the campsite. The system maintained core equity while introducing visual cues and storytelling rooted in the rhythms and environments of camping, allowing the brand to enter a new category with clarity, confidence, and relevance.
Category Expansion: OXO Tot
OXO Tot extended the core brand into the baby and toddler space, a category defined by heightened emotion, trust, and safety expectations. An opportunity existed to amplify the brand’s problem-solving ethos to parents navigating the everyday challenges of feeding and early independence—without losing credibility in a category where emotion matters as much as function.
The brand expression was evolved to maintain OXO’s core equity while adapting tone, color, and imagery to resonate with parents and caregivers. Messaging emphasized confidence, reliability, and real-world usability, while visual iconography softened the system without infantilizing it. The result was a cohesive identity that enables growth in a deeply personal category with authenticity, clarity, and trust—supporting parents’ unique needs while remaining unmistakably OXO.
Category Expansion: OXO Brew
OXO Brew positioned the brand within the highly considered world of coffee and tea, where consumers value ritual, expertise, and performance. The challenge was establishing credibility with a discerning audience while differentiating from both commodity tools and specialty brands.
The Brew identity translated OXO’s functional clarity into a more refined, purposeful expression—balancing precision and approachability. Brand cues, messaging, and imagery were tuned to reflect the craft of brewing without becoming precious, reinforcing ease of use alongside performance. The system maintained strong master brand cues while signaling a deeper level of focus, allowing OXO to compete credibly in a category driven by both habit and passion.