OXO Good Grips
Back in 1989, the kitchen tools category largely consisted of commodity products priced at two dollars or less. Sam Farber, a veteran of the kitchenware business, spotted an opportunity in the market when he saw his wife Betsey, who has arthritis, struggle using a conventional metal vegetable peeler.
We’ve been very proud to work alongside OXO these last 20 years, guiding and supporting their rapid growth from a one-man startup in 1990 to their acquisition in 2004 by Helen of Troy. Today
our partnership continues as we work to widen
their lead as the world’s most admired housewares brand.
When Sam Farber founded OXO, he partnered with Smart to design a comfortable and high quality line of kitchen tools that addressed the needs of a wide range of people, not just the young and strong. Our first collaboration launched under the Good Grips brand, which went on to win design and business innovation awards, and serves as a case study at Harvard Business School.
Beyond designing their very first products — including the iconic vegetable peeler — we also created the ubiquitous OXO brand identity that’s now widely recognized around the world. The simple black and white packaging system works just like their products: it’s straightforward, easy to understand and does its job of making OXO stand out at shelf.