Redesigning Oxo - a classic British brand.
Oxo is a British institution. This iconic brand, more than 100
years old, an enduring symbol of comforting family values, faced
increasing competition and experienced a gradual 15-year decline as
the 21st century approached. Unilever asked us to revive and
reassert this brand whilst remaining faithful to its awe-inspiring
heritage and reputation.
We realised that Oxo is a part of Britain's collective
consciousness so we engaged the nation in a game of noughts and
crosses. We dared to take the full name off the pack and replace it
with a single-letter cube that has all the simplicity and appeal of
a child's building block. We introduced fun and wit into the
otherwise uninspiring stock cube aisle. Our redesign reminded
consumers just how recognisable and well-loved this brand is and
colour coding drew attention to neglected flavour variants.
Consumer affection was revived and Oxo's decline stopped dead in
its tracks. More than a decade later, the brand is still going