OXO Good Grips Kitchen Tools Case Study

Starting a Revolution, One Potato Peeler at a Time

When we began our collaboration with OXO in 1990, kitchen gadgets were dominated by $1.99 vegetable peelers and other undifferentiated, price-driven products. Good Grips revolutionized the market by creating high-quality tools which addressed the needs of the widest range of people possible.

Our design team conducted extensive research with users of all ability types, including arthritis patients and young children. The resulting tools were ergonomic pioneers, creating a new standard for the housewares industry. Since the debut, Smart has created over 750 products for OXO, in addition to a globally recognized brand identity.

OXO went from a startup in 1990 to a company that sold for over $273 million in 2004. Additionally, our work with OXO brought the concept of Universal Design to the mass market. Good Grips products have won hundreds of awards and are included in numerous museum collections.