From:Packaging News

Oxo has unveiled a new range of wet stock pots with the brand identity having been developed by Coley Porter Bell.

The launch of this new sub-brand follows on from the success of the brand refresh of its ‘Cubes’ – also developed by Coley Porter Bell.

The agency was briefed to create an identity and packaging concept that clearly differentiates the brand from other products in the Oxo range, as well as its key competitors. Coley Porter Bell has utilised its Visual Planning Process and developed the key proposition – ‘Bursting with Flavour’ – reflected in the new identity.

Targeting the ‘modern foodie,’ the design idea captures the brand’s fun and vibrant flavours, including succulent chicken with garlic and thyme, and rich beef with onion and rosemary – to name a few. In order to show consumers that the product is presented in a wet format, Coley Porter Bell has added a stock pot shaped cut out to reveal the actual product.  The pack highlights the special blend of real meat juices, vegetables, herbs and seasoning that go into each pot, along with flavourful copy descriptors.

Stephen Bell, executive creative director at Coley Porter Bell, commented: “Having recently redesigned the core Oxo Cubes packaging to be more modern and iconic, we wanted to take the essence of that work into the new Oxo Stock Pot design. First and foremost, we wanted to ensure that the Oxo logo had great standout – this lead us to deliver the unique Stock Pots story that focuses on the selection of great ingredients combined to deliver great and impactful flavours.

“This new design clearly differentiates Oxo Stock Pots from the competition and delivers on the Oxo proposition in a clear, modern and immediate way.”

Mark Alldred, marketing controller at Premier Foods added: “Since the launch of the new design earlier this year, Oxo has continued to be a success within the Flavourings and Seasonings category. The new design builds on this foundation clearly delivering on our brief in an impactful way.”