Beefing up Oxo’s brand identity.

The Oxo design had lost its way. The brand had been diluted and didn’t stand out.

global branding agency oxo packaging premier foods

Over the years Oxo’s packaging had evolved many times, but not always in a good direction. When we started working on the brand, the focus was getting lost in pack designs that were far too fussy. So we returned them to the fundamentals. By enlarging the iconic letterforms we created a bold updated look for this national treasure. We also added foodie messages to highlight the power of Oxo to perk up the flavour of family meals. Oxo got its confidence back.

With its striking new visual identity, it now has massive impact on the shelf.

"Coley Porter Bell have delivered an iconic, modern identity that will help the brand deliver against its objectives."

Mark Alldred, Marketing Controller, Premier Foods

global branding agency oxo packaging premier foods