I use OXO products a lot. They are easy to use and look nice. However, it seems everyone sees OXO only as a company which sells smart cookwares and few people know their core concept is based on Universal Design. It is meant to produce buildings, products and environments that are inherently accessible to older people, people without disabilities, and people with disabilities. I wanted to address this for the new identity and expand the brand into the field of advanced technology in order to ease daily tasks for everyone of us.