Sportsman Shield Sunscreen
Sportsman Shield is a mineral sunscreen made for offshore and inshore anglers. Broad-spectrum SPF 50, water-resistant for 80 minutes, dry to the touch, and formulated so it will not stain gear or spook fish.
It came to me as a frigatebird logo, nothing else. I built everything around it: the identity system, the packaging, the website and its UX, and the marketing that ties it together.
Client
Sportsman Shield Sunscreen
Type
Package Design
Year
2023
The Strategy
Challenge
Sunscreen is a broad, cosmetic category, but Sportsman Shield was designed for a different audience: fishermen who see their gear as serious equipment. The main challenge was establishing credibility—removing all beauty-product cues so it appeared as reliable gear a fisherman would trust, while remaining readable in glare, salt, and wet conditions.
Goal
Turn a single frigatebird logo into a full brand. One system that carries the product from a tube on a wet deck, to a website, to a shelf in a tackle shop, and reads as one voice the whole way
Outcome
Stocked in 20+ tackle shops and marinas across South Florida
60% reorder rate from independent retailers in year one
3× lift in DTC conversion after the site relaunch
Carried to the Los Sueños Triple Crown title by team Agitator, and repped inshore by Florida Captain Services at the Redfish Roundup
