Obsidian, Mira & Professional

In 2021, OXO sought to re-stage their cookware line and introduce new frying pans, each requiring a name that reflected its unique features, benefits, and premium positioning. The names needed to highlight the product’s quality, performance, and distinct characteristics.

The new line included three names:

• Obsidian: For the black carbon steel frying pan, OXO chose the name Obsidian. This name reflected the pan’s dark color and its strength, as obsidian is a naturally occurring volcanic glass formed under intense conditions, symbolizing durability and performance.
• Mira: For the stainless steel frying pan, OXO named it Mira, referencing its brilliant, shiny, and elegant finish. The name evoked the qualities of the product’s “Evershine” technology, which removes impurities and preserves its lasting brilliance.
• Pro Ceramic: The professional ceramic, non-stick frying pan was designed with diamond-reinforced ceramic coating to provide superior cooking results. The name Pro Ceramic communicated its professional-grade quality while maintaining a straightforward and functional feel.

Each name successfully conveyed the distinct qualities of the cookware, reflecting its premium nature while resonating with OXO’s brand. Obsidian, Mira, and Pro Ceramic not only captured the essence of the materials and technology, but also provided a cohesive and sophisticated line of products that appealed to home cooks seeking top-tier performance and style. These names enhanced the product’s positioning in the market, contributing to OXO’s continued success in cookware.