To re-popularise an icon we sought inspiration from the master of pop art – Andy Warhol. In the same way that he deconstructed popular icons and reinterpreted them with simplicity and colour, we looked to re-inject Oxo with the Warhol treatment. We stripped away the clutter, focusing on the bare essentials and we enlarged the OXO letters. We wanted to reinstate the brand’s boldness and confidence and in turn, increase its shelf impact.

Focusing on the stock cube packaging only:

We removed unnecessary design elements to give the pack more confidence:

- ‘Great little idea’ star icon

- ‘For flavoursome home cooking’ strapline

- The Oxo brand name

- Sun rays which emanated from the O

We increased the size of the O and X, off-setting them and allowing them to bleed off pack to make them bolder and more contemporary.

We refreshed the colour palette to feel more impactful and pop-artesque as a range.

As well as getting noticed, we also wanted to inspire consumers. We created a meal-time inspiration message punctuated with ‘foodie’ imagery on the top of the packs, replacing an unnecessary image of the cubes inside.

A new-found confidence for this house-hold British icon.

The range is fresher, more contemporary and stands proud on shelf.

Shoppers can find their brand once more.

And in a category worth £411m which is seeing -1.0% value decline year on year, Oxo is bucking the trend, achieving +1.0% value growth in the last 52 weeks and growing share.