Oxx, an indestructible coffeemaker, needed an idea for their brand that could be used for their crowdfunding efforts on Kickstarter and pitches at big box retailers.

Oxx needed an idea for their crowdfunding efforts on Kickstarter and their pitches at big box retailers.


Oxx Coffeeboxx is the world’s first coffee brewer designed for outdoor use—construction sites in particular. Therefore, it couldn’t come to life in the same category as the brewers that sit on kitchen counters. To position Oxx as a tool or piece of equipment that’s every bit as important as a hard hat, we landed on the idea of “Beyond Rugged.”


We designed bold branding to speak to the tough, no-nonsense audience. At the forefront of the visual identity is an ox head to convey the idea of being tough as an ox. From packaging to photography and website, the product was the key focal point throughout the lifestyle story.


From the Brand Strategy and concept, to photography, packaging and website, every aspect check the Beyond Rugged box, while the brand identity spoke to product versatility and opened it up to new audiences.


Oxx was not only chosen as a Staff Pick on Kickstarter, they surpassed their overall goal. With huge success, they’ve been featured in Lowes Innovation Labs and received coverage from sources such as CNET, Uncrate, Forbes, Food&Wine and Outside Magazine.

If coffee is the nectar of the gods, then this is Thor's coffee maker. ”

- Outside Magazine


Research & Analysis

Brand Design

Logo & Identity
Visual System
Brand Book & Guidelines



Experience Design

Content & Product Planning
Interactive Engagement