OXO Good Grips Design Refresh
A timeless idea with a modern expression
OXO
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ClientOXO
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IndustryConsumer Goods
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ServicesCustomer Research, Industrial Design, Systems Engineering, Prototyping
Moving a heritage brand forward
Since it first hit the market more than 30 years ago, OXO Good Grips has inspired a movement toward human-centered design. The brand was the first of its kind to feature flexible, ergonomic handles that make everyday kitchen tasks easier for people with physical disabilities and beyond. Good Grips has since become a beloved brand that has made its way into the homes of millions of people.
As a long-term partner, Smart Design collaborated with OXO to evolve the iconic Good Grips line by revisiting the heritage and uncovering new principles to make better products for now and the future.
From startup to market leader
When it debuted in 1989, the original set of Good Grips tools shared a common handle that could work across multiple products for both economic and efficiency purposes. Smart Design helped guide the young brand towards a solution that would be both impactful to consumers and affordable to manufacture and scale.
The original OXO potato peeler has been praised as one of the Greatest Designs of Modern Times and is in the permanent collection at MoMA. However, the philosophy of Good Grips is not to remain a timeless artifact but rather to evolve with purpose to meet modern needs.
Built to evolve
OXO wanted to improve the performance, longevity, and ergonomics of the Good Grips line, while not replacing what customers love about it. Smart Design helped OXO approach the design refresh by identifying ways to make the brand responsive to the needs of consumers and push the envelope to create the most inclusive, ergonomic, and intuitive kitchen tools on the market.
Every re-designed tool was carefully prototyped and tested for its specific cooking task to create the best result and experience. We considered the relationship between each of the tools and the environment it lives in, as well as the relationship it has with other products in the line.
Performance first
Rather than taking a one-size-fits-all approach, the redesigned Good Grips line features thoughtful design details that allow each product to perform at the highest level. We helped Good Grips evolve and expand on its design principles to help the brand keep up with modern demands while retaining its timeless aesthetic.
Handle+
Uniting the working end of the tool with the handle creates one continuous form that allows users to hold the tool in the most efficient way for the task at hand.
Familiar fins
The iconic Good Grips fins have evolved to balance consistency and flexibility with a tailored application for each tool, resulting in better overall performance.
Intuitive features
The design of the handles intuitively encourages users to hold the tool in its intended way, while providing flexibility for people to adjust their grip to fit their needs and preferences.
Friendly precision
Each tool is designed to have contrasting attributes of safety and softness, which are integrated in a seamless and pleasing way that allows the user to feel confident without being intimidated.
Universal design
The products are designed to accommodate as many people as possible through ergonomics while remaining beautiful and high-performing tools.
Looking to the future
The brand ethos that well-designed tools work better for everyone has guided OXO to make products for every corner of the home that help people have better daily life experiences.
By expanding and updating the Good Grips visual brand language, Smart Design helped OXO stay true to its promise of innovation. This will allow the brand to continue to evolve to meet the needs of its users, and solidify it’s place as a market leader.