Client: Self-Initiated / Conceptual Project
Project: Oxo – Conceptual Packaging Design for Foldable Sunglasses
Sector: Consumer Goods, Accessories, Sustainability, Concept Design
An iconic packaging concept for foldable sunglasses, where structure and story align. Designed to reflect the folding function through an ‘L’-shaped form, mirrored logotype, and minimalist styling. Oxo balances emotional storytelling, sustainability, and design purity in a bold, innovative solution.
Challenge
The objective was to create a structural and visual packaging concept for foldable sunglasses that could capture attention, tell a compelling product story, and elevate the perception of the brand, all while aligning with sustainable design principles. The concept aimed to demonstrate how 2D and 3D design integration can build stronger emotional engagement and commercial differentiation.
Approach
Oxo was developed around the principle of form following function. Inspired by modernist architecture and minimalist design values, the concept combines structural ingenuity with narrative depth.
The ‘L’-shaped packaging structure reflects the foldable nature of the sunglasses, visually reinforcing the product benefit while also offering in-store space efficiency. A custom logomark — built around a mirrored "O-X-O" system — echoes the folding frame concept and subtly communicates the product category.
A jigsaw-style integration of product photography and pack form adds a playful, emotionally engaging layer to the concept, while pastel tones and minimal styling maintain a premium, design-forward aesthetic. The packaging avoids unnecessary decoration in favor of clarity, purity, and visual storytelling, balancing sustainability, innovation, and desirability in one cohesive system.
Outcome
Oxo presents an iconic, emotionally resonant packaging concept that unites storytelling, structure, and simplicity. Designed to provoke thought, inspire innovation, and push boundaries in category design, Oxo demonstrates how concept packaging can offer both shelf impact and brand depth, with sustainability in mind.