While providing product development expertise to Joe Boxer and OXO International, we approached their packaging needs the same way we would any other smart design. Before sketching solutions, we analyzed the problem using the same rigorous methodology we use for product development. And we found that packaging is not just a box or a graphic element, it's the conversation that leads to a relationship. For OXO and Joe Boxer, we filled packaging needs in three ways: with a clear corporate identity that communicates the company's mission to the consumer; with a brand identity that tells a compelling story about product attributes in a crowded marketplace; and through a graphic standard that lets the consumer's needs speak to their desires. Consumers are responding: Oxo has shown a compound quarterly growth rate of 50%, and Joe Boxer watches are consistently selling out.