Elevating an established sub-brand for broader retail.
OXO is the most awarded name in the kitchen, the brand that brought Universal Design to retail and earned a devoted following across hundreds of products. In 2020 it carried that authority outdoors with OXO Outdoor, a camp-kitchen sub-brand built for car campers and backyard cooks. After four years of steady growth, the line was ready to reach a broader audience, and it needed packaging that could prove OXO belonged outdoors, not just in the kitchen.
Every design decision ran through our Path to Performance process, with consumer testing built into each stage, from baseline diagnosis through Pack Words to a final Purchase Intent test. Out of the concepts tested, one won decisively and delivered a 9-point lift in purchase intent over the existing pack, a result built to predict how the design performs once it reaches the shelf.
