O'Neill
Visual Merchandising & Product Illustration
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O'Neill, the original California surf, snow and lifestyle brand, was founded in 1952 when a young man named Jack O'Neill took his unstoppable passion for surfing and used it to beat Mother Nature at her own game. Pioneering the world's first neoprene surf wetsuit, Jack had successfully found a way to extend his surf sessions in the bone-chilling breaks of Northern California. He opened up the garage doors to his first surf shop soon after. While many things have changed since those humble beginnings, Jack’s initial vision of producing functional and innovative boardriding products continues to lie at the core of everything the company does.


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Visual Merchandising Illustrations
Illustrations to clarify the in-store display of O'Neill products summarised in a Visual Merchandising Guidelines booklet.
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Luella for O'Neill Product Illustrations
Designer Luella Bartley designed 3 collections for O'Neill. Luella loves surfing herself so it was a perfect way to combine her two passions together. "I wanted a different approach to the female surf look and the image of girls surfing. I wanted something that was more powerful than the current surfwear for women with bright colors and sharp, clean graphics. Mostly urban graffiti, part rave, part 70s hippie surf, "said Luella Bartley.
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Amphs Collection Illustrations
Product illustrations of the O'Neill Amphs collection showing detailed product layers, fabrics and graphics used.
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Flash Collection Illustrations
Product illustrations of the O'Neill Flash collection showing detailed knitting techniques, fabrics and graphics used.
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High Winter Collection Illustrations
Product illustrations of the O'Neill High Winter collection showing detailed knitting techniques, fabrics and graphics used.
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O'Neill, the original California surf, snow and lifestyle brand
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Today, O’Neill can be found the world over. In touch with its rich heritage and the universal stoke of boardriding culture, O’Neill will always be committed to progressing that evolution and growing its reputation as one of the world’s leading youth lifestyle brands.
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This project was made in collaboration with 
Ontwerpen & Zo





- All product illustrations shown on this page are made by me -





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