Oxo re-design

Oxo’s stock cube packaging has been re-designed by Design Bridge, creators of the previous design in 1988.

Research with Van den Bergh Foods found that the Oxo logo is now so recognisable that consumers only need to see one letter as a visual cue, so the wall effect has been replaced with random letters.

Design Bridge creative director Tim Perkins says: ‘It’s refreshing for a brand that is part of the national psyche to make such a bold move.’