Oxo labels stripped and injected with colour by design firm

Oxo has adopted a new pack design from a leading creative agency for its stock cubes and Shake and Flavour seasoning brand.

The vibrant brand revamp from London-based Coley Porter Bell highlights the products’ boldness of flavour and reiterates its “fun, inviting” brand position. The agency has enlarged the lettering on both ranges’ labels, simplified the product description and added proactive phrases such as “beef up your bolognese” and “crisp up your roast” to the Oxo cube line.

Mark Alldred, marketing controller for Premier Foods, said:  “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.”

Stephen Bell, executive creative director for Coley Porter Bell, said: “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.”