Enterprise Brand Systems: Guides, Standards and Governance
A global portfolio requires governance to support increasing scale and complexity. At OXO, the priority was establishing a durable brand system capable of supporting a growing assortment while allowing the brand to evolve with intention.
The work focused on building a comprehensive framework designed to scale across 2,000+ SKUs and multiple global markets. This included brand guidelines, tone and voice principles, photography standards, and usage rules that clarified how the brand communicates visually and verbally. The system is designed to support large product families while growing distinct sub-brands—including coffee and tea, baby and toddler, and outdoor—within a single, unified system.
As eCommerce became increasingly central to the business, the work expanded to define best practices for how the brand appears in digital retail environments—ensuring alignment between physical packaging systems and online presentation. Together, these frameworks created clear guardrails for teams and partners, improving consistency, efficiency, and results at scale.
The result is a cohesive enterprise brand system that brings clarity, structure, and longevity to the OXO portfolio—enabling growth without fragmentation and giving teams the tools to execute with confidence.