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Art Direction, Package Design, Icon Design
OXO is coming out with a line of technology cleaning products for all your in-office and on the go needs. I was tasked to design and develop the visual identity for this brand spin off to draw in strong “at the register” appeal for a launch at the Container Store. This three product suite handles the toughest to reach messes under your keyboard, making your screen shine, to detail cleaning your ear buds and phone.
As OXO’s first dip into the tech space, I wanted to take the best elements of the brand and pair it down to make sure the product was the star. I wanted to step away from the traditional blister and card and move to a sleek, frosted plastic box. The box structure itself is highly interactive, allowing customers to test each of the products’ unique features.
Traditional OXO GoodGrips packaging has their black and white split as the backdrop and some substantial photography. I felt this suite was a great opportunity to pair down and utilize icons and typography to let the product shine. I designed a set of icons personalized to each product that would highlight each of their particular use cases. Line weight and use were imperative to maintaining something that was minimalist but informative.
While we didn’t feature images on the package itself, we did a full shoot of the product line for social and digital. I wanted to utilize the self-care aspect of these products. These items are about getting the most out of the space and products we use every day. Cleaning and finessing can be a cathartic experience, so I wanted to emphasize shots that featured a long brush stroke or deep cleaning a tight corner. I worked with our photo team to set up simple shots that still felt visceral and satisfying.