OXO’s design philosophy has always begun with a simple idea: solve a real frustration and make everyday tasks easier. That origin story still drives the brand today, shaping products through close observation of how people actually cook, clean and organise their homes. From awkward grips to imprecise pouring, the team looks for the small moments where comfort or clarity breaks down, then rebuilds the experience around thoughtful usability. The result is a design language that feels instantly familiar, consistently intuitive and quietly transformative in daily life.
Adam Riley, Director at Cubed3: OXO’s entire brand was built on solving a single everyday frustration. How does that origin story continue to influence the way your team approaches new product ideas today?
Maria Spagnuolo, OXO EMEA Associate Marketing Director for Housewares: Our origin story remains at the heart of everything we do. Every new product begins with a real, everyday frustration and a simple question: how can we make this task easier, more comfortable and more intuitive? By putting people at the centre of the design process, we create thoughtful, practical solutions that genuinely add value, removing friction from everyday tasks and helping people cook with confidence.
Adam Riley: When you observe people using household tools, what kinds of behaviours or small struggles tend to spark the strongest “we can fix that” reactions within the team?
Maria Spagnuolo: We pay close attention to the small moments of discomfort, inefficiency or frustration that people often accept as part of an everyday task, from awkward grips and slipping tools to difficult cleaning or imprecise pouring. These may seem like minor inconveniences, but when they occur repeatedly, they can make a real difference to the overall experience. It’s these moments that spark our “we can fix that” mindset and inspire thoughtful solutions that make household tasks smoother, more comfortable and more intuitive.
Adam Riley: Accessibility has always been central to OXO’s identity. How do you ensure that ergonomics and inclusivity remain at the heart of your design decisions, even as trends and materials evolve?
Maria Spagnuolo: We stay true to our roots by putting people at the centre of every design decision. We closely observe how a wide range of users interact with our products, continually testing and refining each detail to ensure it feels comfortable, intuitive and easy to use. Materials and trends may evolve, but our commitment to inclusive, accessible design remains constant, ensuring every product delivers the thoughtful usability that defines OXO.
Adam Riley: Many of your tools have become staples in UK homes. Is there a particular product that unexpectedly resonated with British consumers more than you anticipated?
Maria Spagnuolo: One product that has particularly resonated with UK consumers is our OXO Angled Measuring Jug. Its clear markings and clever angled design allow measurements to be read from above, making it especially useful for baking, a firm favourite in British kitchens. Its combination of simplicity, accuracy and comfort quickly turned it into an everyday essential, exceeding our initial expectations.
Adam Riley: OXO’s design language is instantly recognisable. What internal principles keep that consistency intact across such a wide range of categories, from kitchen tools to cleaning and storage?
Maria Spagnuolo: Our design is guided by three core principles: putting the user first, keeping things simple and delivering genuine functionality. Every product must solve a real problem and feel intuitive from the first use. By applying the same high standards to ergonomics, materials and design details across every category, from comfortable grips to clean, considered aesthetics, we create not only a recognisable look, but a consistently reliable experience for consumers.
Adam Riley: Sustainability is becoming increasingly important to households. How is OXO adapting materials, packaging and product lifecycles to meet those expectations without compromising durability?
Maria Spagnuolo: We are continually exploring more responsible materials, reducing packaging and improving recyclability, while maintaining the durability and performance consumers expect from OXO. Designing products to last is a key part of that approach, helping to extend product lifecycles and reduce the need for frequent replacement. Our Reusable Silicone Bags, recognised with an Eco Award, are a great example. They are a durable, versatile and convenient alternative to single-use storage bags.
Adam Riley: Your team often talks about “questioning everything”. Can you share an example of a product that changed dramatically because someone challenged an assumption mid-development?
Maria Spagnuolo: A good example is our Soft Handled Can Opener. Rather than accepting the traditional approach of cutting through the top of the can, we questioned whether there was a safer, more intuitive way. This led to a design that opens the can from the side, leaving a smooth edge and allowing the lid to be removed without touching it. By challenging a long-standing assumption, we created a solution that feels safer, and more comfortable to use.
Adam Riley: OXO tools are known for lasting years. How do you balance longevity with the need to innovate, refresh and occasionally rethink classic designs?
Maria Spagnuolo: We design our products to last, but we never consider them completely “finished”. We continually listen to user feedback and revisit even our most iconic tools to identify opportunities for improvement. Innovation often comes through small but meaningful refinements to materials, ergonomics or functionality, allowing us to enhance the experience while preserving the durability and reliability consumers expect from OXO.
Adam Riley: The UK market has its own habits, kitchens, and storage quirks. How much does regional behaviour influence the way you design or adapt products for this audience?
Maria Spagnuolo: Regional behaviour plays an important role in our design process. We consider how people live, cook and organise their homes, including the smaller kitchen spaces, specific storage needs and strong baking traditions found in the UK. While our core design principles remain consistent, details such as sizing, functionality and measurements can be adapted to reflect local habits, ensuring our products feel relevant and intuitive in every market.
Adam Riley: What does collaboration look like inside OXO — between designers, engineers, researchers and testers — when a product is moving from concept to final form?
Maria Spagnuolo: Collaboration at OXO is closely integrated from the outset. Designers, engineers, researchers and testers bring their different perspectives together, using prototypes and real-user testing to continually evaluate and refine each idea. Feedback informs every stage of development, helping us ensure the final product is functional, intuitive and comfortable to use, while meeting OXO’s high standards for quality and usability.
Adam Riley: Looking ahead, what emerging materials, technologies or household trends are you most excited to explore in future OXO products?
Maria Spagnuolo: We’re excited to explore more responsible materials, improved recyclability and new ways to extend product lifecycles. There is also significant potential in smart, user-focused innovation that makes everyday tasks easier without introducing unnecessary complexity. Trends such as compact living, multifunctionality and the continued growth of at-home cooking and brewing are equally inspiring, helping us create thoughtful, intuitive products designed for modern lifestyles. For more information, please visit https://www.oxouk.com
