Manifesto

Cooking is a lost art. Everyone wants their food now without any of the tradeoffs of doing it themselves. Isn't there still that drive in us to cook something great and enjoy doing it? Glide through your saved DIY recipe videos like the pro you are with OXO. For every non cook and amateur alike, there's a whole room in your home you've been ignoring. Go to it. 

Strategy

Eliminate misconception that top grade kitchen tools are ‘luxury’’ products. Reframe OXO Kitchen tools as ‘learning devices’ that help carry us to adulting easier. It’s making that step up from butter noodles to spaghetti carbonara. 

EMBRACE THE MESS. EMBRACE THE JOURNEY.

Package Design

Transparent red plastic with white text and white logo printed over. Making unboxing fun.

Art Director: Travis Kim

Writer: Erin Roughan