Product Lines
OXO has over 2,000 products across five lines; Brand Architecture is the framework through which we organize the parts and pieces of our robust portfolio.
We’ve defined each of our five lines, and defined their relationship to each other, which is especially key for lines that have products in similar categories: OXO GoodGrips, OXO SoftWorks and OXO Steel. There is a reason why each line exists, and each brings something different and special to the mix.
OXO has over 2,000 products across five lines; Brand Architecture is the framework through which we organize the parts and pieces of our robust portfolio.
We’ve defined each of our five lines, and defined their relationship to each other, which is especially key for lines that have products in similar categories: OXO GoodGrips, OXO SoftWorks and OXO Steel. There is a reason why each line exists, and each brings something different and special to the mix.
Product Line
Essence
Essential Quintessentials
Better Building Blocks
Substance with Style
Savor Every Day
Better Baby Days
Attributes
Iconic, Modern Classic
Purposeful, Smart
Elegant Design, Elevated Materials
Respectful, Nuanced, Precise, Simple, Inspired
Charming, Confident
Positioning
OXO Good Grips is the essential, quintessential range of home products that make everyday living better, every day. Over the decades, OXO Good Grips iconic products changed the game: they changed the home product paradigm, they raise the bar on thoughtful design, they improve everyday living.
OXO SoftWorks is a range of better tools for everyday living. They are thoughtfully designed to tackle life’s everyday tasks — it’s everything you need, thought through and carefully curated.
OXO Steel is a focused assortment of kitchen and entertaining essentials with OXO’s thoughtful, problem solving design. Each product is made from elevated materials like stainless steel and transition from kitchen to table with elegance and ease.
OXO Brew is respectful of and inspired by the world of coffee and tea. Each product takes history, process, technique and marries it with OXO’s characteristic thoughtful design, simplicity and problem-solving.
OXO Tot is everyday essentials for baby and toddler, made better. OXO’s thoughtful design solves problems and anticipates needs, so parents can care for their little ones with greater confidence and ease, and focus on the good stuff: making meaningful memories and embarking on life’s little adventures.
Product Line
Essence
Essential Quintessentials
Attributes
Iconic, Modern Classic
Positioning
OXO Good Grips is the essential, quintessential range of home products that make everyday living better, every day. Over the decades, OXO Good Grips iconic products changed the game: they changed the home product paradigm, they raise the bar on thoughtful design, they improve everyday living.
Product Line
Essence
Better Building Blocks
Attributes
Purposeful, Smart
Positioning
OXO SoftWorks is a range of better tools for everyday living. They are thoughtfully designed to tackle life’s everyday tasks — it’s everything you need, thought through and carefully curated.
Product Line
Essence
Substance with Style
Attributes
Elegant Design, Elevated Materials
Positioning
OXO Steel is a focused assortment of kitchen and entertaining essentials with OXO’s thoughtful, problem solving design. Each product is made from elevated materials like stainless steel and transition from kitchen to table with elegance and ease.
Product Line
Essence
Savor Every Day
Attributes
Respectful, Nuanced, Precise, Simple, Inspired
Positioning
OXO Brew is respectful of and inspired by the world of coffee and tea. Each product takes history, process, technique and marries it with OXO’s characteristic thoughtful design, simplicity and problem-solving.
Product Line
Essence
Better Baby Days
Attributes
Charming, Confident
Positioning
OXO Tot is everyday essentials for baby and toddler, made better. OXO’s thoughtful design solves problems and anticipates needs, so parents can care for their little ones with greater confidence and ease, and focus on the good stuff: making meaningful memories and embarking on life’s little adventures.