Leading brand agency design new proposition for iconic ‘Cubes’ and ‘Shake & Flavour’ range –
London. 19 January 2015. Award-winning branding agency, Coley Porter Bell (CPB), has revamped the look and feel of the iconic OXO brand for its Cubes and Shake & Flavour range. The work is set to roll out this week and aims to modernise the brand without losing iconic design elements.
CPB was tasked to create a design that reflected the brand essence of vibrant flavours and also demonstrate the brand’s rich heritage. Utilising the agency’s bespoke Visual Planning* process, the creative brings to life the fresh brand idea and communicates the strategic design proposition.
For the OXO cube range, the agency created an ownable tone of voice that reflects the brand’s personality: fun, inviting and inspiring. The top of the packs feature an array of messaging which aim to inspire consumers to use the cubes in different ways, for example: “Liven up your Lasagne”; “Sprinkle for spectacular stir fry”; “For pies packed with flavour”; “Beef up your Bolognese.”
In line with the cube range, the Shake & Flavour variety features a new playful logo that bolsters the brand identity, highlighting its creative personality. In view to enhance taste perceptions the agency developed bold but ‘foodie’ colours that inspire consumers to use the product in different meals. The new design utilises the inside of the peel labels which give consumers inspiration for different recipes.
Stephen Bell, Executive Creative Director at Coley Porter Bell, commented: “OXO and OXO Cubes are iconic, but over time the packaging had become overly complicated and fussy. We stripped all this away and enlarged the OXO letters as they stand for so much, we wanted to reinstate a boldness and confidence along with great shelf impact.
Adding to that, we created an engaging ‘foodie’ message punctuated with ‘mealtime’ imagery on the top of the packs adding personality and delivering ‘flavour transformation’ cues. Having established this stronger look and feel, we were then able to translate this on to the Shake & Flavour range, making it more boldly OXO, more characterful with a rainbow of flavourful and vibrant colours.”
Mark Alldred, Marketing Controller at Premier Foods added: “The new design created by Coley Porter Bell clearly demonstrates its understanding of the brief and the need to help inspire consumers with their everyday meals. They have delivered an iconic, modern design that will help OXO deliver against its brand objectives.”
Our new OXO packaging launches… read about it in The Grocer. http://t.co/6It7ZqEm9r
— Coley Porter Bell (@ColeyPorterBell) January 16, 2015