Oxo, established in 1899 and owned by Knorr, is known for its stock cubes, instant stock, dried gravy, and spices. This project redesigned the packaging for Oxo’s 16-pack of instant beef stock sachets to improve clarity and shelf appeal while maintaining brand identity. The goal was to better communicate the product’s purpose and attract busy adults looking for quick ways to enhance their meals while reinforcing Oxo’s values of quality, efficiency, and affordability.
The new design features Azo Sans for a bold yet approachable look, Oxo’s signature red with subtle gradients for depth, and ingredient illustrations that connect visually to the product. A promotional campaign introduced the redesign through billboards, a grocery tote, and a branded soup mug, reinforcing the product’s role in everyday cooking. Print and Instagram ads targeted young professionals and students, emphasizing convenience and affordability. The tagline “Use a little magic” highlighted ease of use and quality, appealing to those seeking quick, delicious meal solutions.
Oxo Packaging Redesign
Oxo Packaging Redesign
Oxo Packaging Redesign
Oxo Sachet Redesign
Oxo Instagram Post & Story
Oxo Billboard Advertisement 2
Oxo Soup Mug
Oxo Tote Bag
