Service:
Type:
Packaging
Industries:
CE, Cycling, Cannabis
Year:
– 2026
Packaging
Packaging
PACKAGING DESIGN: O'NEILL SKIN CARE LINE
CALIFORNIA DRIFT HERITAGE • SPF PRODUCT LINE • RETAIL PACKAGING
How do you design a sun-protection line that speaks to surfers, snowboarders, and laid-back lifestyle seekers all at once, without losing the brand's California soul? The challenge: one cohesive visual system for three distinct audiences, anchored in O'Neill's surf heritage.
MY ROLE
Packaging Designer
CATEGORY
Retail Packaging • Brand Extension
METHODS
Audience Research • Demographic Segmentation • Competitive Analysis • Packaging Design
DISTINCT AUDIENCE SEGMENTS RESEARCHED AND DESIGNED FOR IN PARALLEL
YEARS OF O'NEILL BRAND HERITAGE EXTENDED INTO A NEW PRODUCT CATEGORY
DEMOGRAPHIC VARIABLES MAPPED ACROSS AGE, GENDER, INCOME, AND GEOGRAPHY
ONE VISUAL SYSTEM UNIFYING ALL THREE AUDIENCE SEGMENTS UNDER ONE BRAND
THE DESIGN CHALLENGE
•
Multi-Audience Brand Extension
O'Neill's target audience had expanded far beyond surfers three distinct lifestyle segments needed to see themselves in the same product line.
•
Broad Age Range, One Visual Voice
Packaging needed to communicate across teens (13) through Baby Boomers (60+) without losing coherence or brand DNA.
•
Heritage vs. Modernity
The design had to honor the California Drift Heritage aesthetic while feeling modern, sophisticated, and shelf-competitive.
DESIGN DECISIONS
•
Ocean-Suggestive Form Language
Bottles and POP display reference the ocean visually shapes and surfaces that signal the brand's surfing roots without being literal.
•
Cologne/Perfume Sophistication
Clean, refined bottle aesthetics borrowed from fragrance design, a strategy that communicates quality across all age demographics.
•
California Drift Heritage System
Typography, color, and surface design pulled from O'Neill' existing brand language, creating coherent brand extension across the full product line.
THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED
COASTAL CARVERS
SURFERS
BEACH GOERS
OUTDOOR ATHLETES
Ages 13-60. 55% male 45% female. High performance focus, environmentally conscious, moderate-high income. Lives near the coast or large open spaces.
Needs functional, durable sun protection that matches an active, rugged lifestyle.
MOUNTAIN MAVERICKS
SNOWBOARDERS
SKIERS
COLD-CLIMATE OUTDOORS
Ages 13-45. 50% male / 50% female. Performance and price driven, less trend-influenced. Lives near ski resorts and mountainous regions. Equally needs skin protection during cold-climate outdoor activities as warm-weather sports.
LAIDBACK LANDLUBBERS
LIFESTYLE TEENS
CASUAL 18+
FASHION-LED
Ages 13-30. 35% male / 65% female. Price and style conscious, low-medium income. Drawn to surf and skate brand aesthetics.
Occasional outdoor activity. Seeks fashionable, affordable sun protection aligned with casual lifestyle identity.
WHAT I LEARNED
This project developed my ability to conduct structured demographic research before making any design decisions analyzing six segmentation variables (age, gender, income, geography, lifestyle, and benefit) across three distinct audience profiles. It reinforced that effective packaging design must be grounded in a deep understanding of who is actually buying the product, not just what the brand wants to say. Translating that research into a unified visual system - one that speaks to a 13-year-old skater and a 55 year-old Baby Boomer simultaneously - required disciplined decision-making at every step.
WHAT IT SOLVED
The design solution extended O'Neill' California Drift Heritage aesthetic into an entirely new product category skincare and sun protection - without diluting the brand's identity. By borrowing formal language from prestige fragrance packaging, the line achieved the cross demographic legibility the brief required: clean and sophisticated enough for older buyers, coastal and active enough for the core surf audience. The result is a product line that sits coherently on shelf alongside O'Neill' existing apparel, accessories, and equipment.
DESIGN PROCESS 6-PHASE SPRINT
PH.01
RESEARCH
Brand Audit • Competitive Analysis
PH.02
AUDIENCE
3-Segment Demographic Mapping
PH.03
CONCEPTING
Form Studies • Visual Direction
PH.04
DESIGN
Packaging System • Typography
PH.05
REFINEMENT
Color • Surface • POP Display
PH.06
FINAL
Production-Ready Comps
O'NEILL • SKINCARE LINE • PACKAGING DESIGN • CALIFORNIA DRIFT HERITAGE
PACKAGING DESIGN: O'NEILL SKIN CARE LINE
CALIFORNIA DRIFT HERITAGE • SPF PRODUCT LINE • RETAIL PACKAGING
How do you design a sun-protection line that speaks to surfers, snowboarders, and laid-back lifestyle seekers all at once, without losing the brand's California soul? The challenge: one cohesive visual system for three distinct audiences, anchored in O'Neill's surf heritage.
MY ROLE
Packaging Designer
CATEGORY
Retail Packaging • Brand Extension
METHODS
Audience Research • Demographic Segmentation • Competitive Analysis • Packaging Design
DISTINCT AUDIENCE SEGMENTS RESEARCHED AND DESIGNED FOR IN PARALLEL
YEARS OF O'NEILL BRAND HERITAGE EXTENDED INTO A NEW PRODUCT CATEGORY
DEMOGRAPHIC
VARIABLES MAPPED ACROSS AGE, GENDER, INCOME, AND GEOGRAPHY
ONE VISUAL SYSTEM UNIFYING ALL THREE AUDIENCE SEGMENTS UNDER ONE BRAND
THE DESIGN CHALLENGE
Multi-Audience Brand Extension
O'Neill's target had expanded far beyond surfers three distinct lifestyle segments needed to see themselves in the same product line.
Broad Age Range, One Visual Voice
Packaging needed to communicate across teens (13) through Baby Boomers (60+) without losing coherence or brand DNA.
Heritage vs. Modernity
The design had to honor the California Drift Heritage aesthetic while feeling modern, sophisticated, and shelf-competitive.
DESIGN DECISIONS
Ocean-Suggestive Form Language
Bottles and POP display reference the ocean visually shapes and surfaces that signal the brand's surfing roots without being literal.
Cologne/Perfume Sophistication
Clean, refined bottle aesthetics borrowed from fragrance design, a strategy that communicates quality across all age demographics.
California Drift Heritage System
Typography, color, and surface design pulled from O'Neill' existing brand language, creating coherent brand extension across the full product line.
THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED
COASTAL CARVERS
SURFERS
BEACH GOERS
OUTDOOR ATHLETES
Ages 13-60. 55% male 45% female. High performance focus, environmentally conscious, moderate-high income. Lives near the coast or large open spaces. Needs functional, durable sun protection that matches an active, rugged lifestyle.
MOUNTAIN MAVERICKS
SNOWBOARDERS
SKIERS
COLD-CLIMATE OUTDOORS
Ages 13-45. 50% male / 50% female. Performance and price driven, less trend-influenced. Lives near ski resorts and mountainous regions. Equally needs skin protection during cold-climate outdoor activities as warm-weather sports.
LAIDBACK LANDLUBBERS
LIFESTYLE TEENS
CASUAL 18+
FASHION-LED
Ages 13-30. 35% male / 65% female. Price and style conscious, low-medium income. Drawn to surf and skate brand aesthetics. Occasional outdoor activity. Seeks fashionable, affordable sun protection aligned with casual lifestyle identity.
WHAT I LEARNED
This project developed my ability to conduct structured demographic research before making any design decisions analyzing six segmentation variables (age, gender, income, geography, lifestyle, and benefit) across three distinct audience profiles. It reinforced that effective packaging design must be grounded in a deep understanding of who is actually buying the product, not just what the brand wants to say. Translating that research into a unified visual system one that speaks to a 13-year-old skater and a 55 year-old Baby Boomer simultaneously - required disciplined decision making at every step.
WHAT IT SOLVED
The design solution extended O'Neill' California Drift Heritage aesthetic into an entirely new product category skincare and sun protection • without diluting the brand's identity. By borrowing formal language from prestige fragrance packaging, the line achieved the crossdemographic legibility the brief required: clean and sophisticated enough for older buyers, coastal and active enough for the core surf audience. The result is a product line that sits coherently on shelf alongside O'Neill' existing apparel, accessories, and equipment.
DESIGN PROCESS 6-PHASE SPRINT
PH.01
RESEARCH
Brand Audit Competitive Analysis
PH.02
AUDIENCE
3-Segment Demographic Mapping
PH.03
CONCEPTING
Form Studies • Visual Direction
PH.04
DESIGN
Packaging System • Typography
PH.05
REFINEMENT
Color • Surface • POP Display
PH.06
FINAL
Production-Ready Comps
O'NEILL • SKINCARE LINE • PACKAGING DESIGN • CALIFORNIA DRIFT HERITAGE
More works
More works
More works
Service:
Print & Digital
Type:
Identity
Industries:
CE, Cycling, Cannabis
Year:
2026
Packaging
PACKAGING DESIGN:
O'NEILL SKIN CARE LINE
CALIFORNIA DRIFT HERITAGE • SPF PRODUCT LINE RETAIL PACKAGING
How do you design a sun-protection line that speaks to surfers, snowboarders, and laid-back lifestyle seekers all at once, without losing the brand's California soul? The challenge: one cohesive visual system for three distinct audiences, anchored in O'Neill's surf heritage.
MY ROLE
Packaging Designer
CATEGORY
Retail Packaging • Brand Extension
METHODS
Audience Research • Demographic Segmentation • Competitive Analysis • Packaging Design
DISTINCT AUDIENCE SEGMENTS RESEARCHED AND DESIGNED FOR IN PARALLEL
YEARS OF O'NEILL
BRAND HERITAGE EXTENDED INTO A NEW PRODUCT CATEGORY
DEMOGRAPHIC
VARIABLES MAPPED ACROSS AGE, GENDER, INCOME, AND GEOGRAPHY
ONE VISUAL SYSTEM UNIFYING ALL THREE AUDIENCE SEGMENTS UNDER ONE BRAND
THE DESIGN CHALLENGE
Multi-Audience Brand Extension
O'Neill's target had expanded far beyond surfers three distinct lifestyle segments needed to see themselves in the same product line.
Broad Age Range, One Visual Voice
Packaging needed to communicate across teens (13) through Baby Boomers (60+) without losing coherence or brand DNA.
Heritage vs. Modernity
The design had to honor the California Drift Heritage aesthetic while feeling modern, sophisticated, and shelf-competitive.
DESIGN DECISIONS
Ocean-Suggestive Form Language
Bottles and POP display reference the ocean visually shapes and surfaces that signal the brand's surfing roots without being literal.
Cologne/Perfume Sophistication
Clean, refined bottle aesthetics borrowed from fragrance design, a strategy that communicates quality across all age demographics.
California Drift Heritage System
Typography, color, and surface design pulled from O'Neill' existing brand language, creating coherent brand extension across the full product line.
THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED
COASTAL CARVERS
SURFERS
BEACH GOERS
OUTDOOR ATHLETES
Ages 13-60. 55% male 45% female. High performance focus, environmentally conscious, moderate-high income. Lives near the coast or large open spaces. Needs functional, durable sun protection that matches an active, rugged lifestyle.
MOUNTAIN MAVERICKS
SNOWBOARDERS
SKIERS
COLD-CLIMATE OUTDOORS
Ages 13-45. 50% male / 50% female. Performance and price driven, less trend-influenced. Lives near ski resorts and mountainous regions. Equally needs skin protection during cold-climate outdoor activities as warm-weather sports.
LAIDBACK LANDLUBBERS
LIFESTYLE TEENS
CASUAL 18+
FASHION-LED
Ages 13-30. 35% male / 65% female. Price and style conscious, low-medium income. Drawn to surf and skate brand aesthetics. Occasional outdoor activity. Seeks fashionable, affordable sun protection aligned with casual lifestyle identity.
WHAT I LEARNED
This project developed my ability to conduct structured demographic research before making any design decisions analyzing six segmentation variables (age, gender, income, geography, lifestyle, and benefit) across three distinct audience profiles. It reinforced that effective packaging design must be grounded in a deep understanding of who is actually buying the product, not just what the brand wants to say. Translating that research into a unified visual system one that speaks to a 13-year-old skater and a 55 year-old Baby Boomer simultaneously - required disciplined decision making at every step.
WHAT IT SOLVED
The design solution extended O'Neill' California Drift Heritage aesthetic into an entirely new product category skincare and sun protection • without diluting the brand's identity. By borrowing formal language from prestige fragrance packaging, the line achieved the cross demographic legibility the brief required: clean and sophisticated enough for older buyers, coastal and active enough for the core surf audience. The result is a product line that sits coherently on shelf alongside O'Neill' existing apparel, accessories, and equipment.
DESIGN PROCESS 6-PHASE SPRINT
PH.01
RESEARCH
Brand Audit Competitive Analysis
PH.02
AUDIENCE
3-Segment Demographic Mapping
PH.03
CONCEPTING
Form Studies • Visual Direction
PH.04
DESIGN
Packaging System Typography
PH.05
REFINEMENT
Color • Surface • POP Display
PH.06
FINAL
Production-Ready Comps
O'NEILL • SKINCARE LINE • PACKAGING DESIGN • CALIFORNIA DRIFT HERITAGE