ABOUT

The Oxo Tower on the South Bank is one of London’s iconic destination buildings. A building where design and art meets food and shopping. A re-think of the building identity, reminding visitors of the many great things happening within and improving the signage around the estate was long overdue.

Working with both tenants and landlord, Coin Street Community Builders, 3 fish set out to re-establish the iconic values of Oxo Tower Wharf, showcase the design industries and reconnect them with the building and provide better way-finding to improve visitor circulation.

Our design solution is a toolkit of ideas. Simple things, like bringing the original OXO logo on the building stack into play and re-introducing a vibrant red as part of the rebrand colour palette. We introduced the line ‘Creative London’ to sum up the destination. The way-finding interacts with the building, and draws people through and around the space. And product photography to add to the character and completes the story. Oxo Tower Wharf is looking more homogeneous as a result.