BASIC / DEPT

OXO is an award-winning houseware manufacturer that emerged out of necessity. Determined to find comfortable kitchen utensils for his wife with arthritis, Sam Farber devised a line of products to bring ergonomics to the forefront. And so, OXO was born.

Founded on the premise of creating better everyday products every day, Farber sought to upend the generic by making OXO’s name synonymous with convenience, innovation, and, above all, great design. With this mission in mind, the OXO team came to us to help them design and build a new eCommerce website.

BASIC set out to bring OXO’s brand mission to its new eCommerce experience. Through data-led research, iterative design, and robust technology enhancements, BASIC crafted a flagship site that delivers a seamless and unified digital experience, making product presentation more human and aspirational.

Our platform also integrated content and enhanced the brand’s discoverability by turning its Good Tips blog into an inspirational shopping destination that is as intuitive, intelligent, and ergonomic as the OXO products, themselves.

Length: 10 months

We spent a lot of time with the OXO team learning about their brand and its ambitions. We worked with them to identify their audience, understand current pain points, gather insights from analytics, and help refine their positioning to establish a framework for differentiation on the site

20% increase in sales YOY