The consultancy aim to reflect the brand’s new proposition of “flavour transformation” through the new design, says executive creative director Stephen Bell.
“The most recent iteration for OXO was quite busy in terms of background patterns and drop shadows,” Bell says. “It was a bit fussy and needed cleaning up. OXO has a great heritage, so it should be confident – the new design is more about tone of voice and language.”
The new cube design includes red, yellow, green, purple and pink colours to represent different flavours, with graphic imagery of food utensils. “OXO is quite iconic so we wanted to keep it bold,” says Bell. “The letters now bleed off the pack, and the colours are fresh and impactful. It’s made the product more noticeable and inviting on the shelf.”
He adds: “We didn’t resort to standard photography or ingredient images – our competitors use imagery-based design, so we wanted it to be different and true to what we’re about.”
Slogans such as “Beef up your Bolognese” are also included in the stock cube design, which aim to reflect the brand’s second new proposition of “advising customers”, Bell says: “The idea of flavour transformation is shown through the tone of voice on the top of the pack. It’s giving customers ideas, and reminding them that the product is versatile.”
The new Shake & Flavour design also includes the bigger, bolder OXO logo and colour coordination to reflect different flavours.
Coley Porter Bell is part of the Premier Foods – owner of the OXO brand – design roster, and was invited to work on the project after completing other redesigns with the company, such as the packaging for Loyd Grossman’s sauces.