OXO Bone Broth
OXO launches on trend Bone Broth.
As UK Food Producer portfolio’s respond to legislation around HFSS (High Fat Sugar and Salt), and a macro shift towards functional foods, Threesixty has been supporting OXO with the shelf presentation across a slew of new products.
Although an ancient product, Bone Broth has seen fresh interest in recent years and brands have especially been targeting younger audiences.
The Task
OXO asked Threesixty to create packaging that acts as a key media tool to attract, engage, and convert shoppers. It should hero taste and health - showcasing OXO’s rich, savoury flavour alongside contemporary benefits like “High in Protein” and “Collagen.”
The design must feel modern, vibrant, and natural, using appetising imagery, clean typography and a balanced layout to convey warmth, nourishment, and authenticity. Vibrant yet simple colours should ensure standout on shelf, while maintaining brand consistency and universal appeal across audiences.
Design must help us achieve listings in national retailers across the UK.
The Solution
The line up is proudly emblazoned with the OXO logo which benefits from a long heritage in the UK.
The functional product name delivers clarity for shoppers – fast. While the benefits are kept clean and simple. Finally, usage is delivered through a combination of tasty imagery and simple phrases helping build appreciation and understanding.
The design project commenced in September 2024, concluding in May 2025. And products arrived on shelf in Sainsbury’s and Morrisons in October 2025.
