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Iconic OXO gets a fresh, new brand identity

OXO is a national icon. A much-loved stalwart of kitchen cupboards from Southwark to Sterling. But over time OXO cube packaging evolved to become overly complicated and fussy.

The Premier Foods brand team approached us to bring back the essence of their brand.

We stripped all the confusion away, getting back to fundamentals and enlarging the OXO letterforms. After all, they stand for so much – we wanted to capitalise on this, reinstating a bold and confident visual identity along with greater shelf impact.

On top of that, an engaging ‘foodie’ message punctuated with ‘mealtime’ imagery added depth and personality to the iconic packaging, delivering ‘flavour transformation’ cues.

Stronger brand design established, we took on the Shake & Flavour range, making it more boldly OXO, and much more characterful, with a rainbow of flavourful and vibrant colours.

Mark Alldred, Marketing Controller at Premier Foods, sums up:

"The new brand design created by Coley Porter Bell clearly demonstrates its understanding of the brief and the need to help inspire consumers with their everyday meals. They have delivered an iconic, modern identity that will help OXO deliver against its brand objectives."