BEAUTY / UNILEVER / VASELINE
Work
Vaseline
TRANSFORMING A HERITAGE ICON: FROM PETROLEUM JELLY TO MODERN SKINCARE AUTHORITY
THE CHALLENGE Vaseline, a brand synonymous with its iconic petroleum jelly, faced a critical perception gap. Consumers predominantly viewed it as a single-product solution rather than a comprehensive skincare authority. The challenge was to revitalize this heritage brand, broaden its appeal to new demographics, and reposition it to address a wider range of modern skincare concerns. This required a strategic creative overhaul that would move beyond mere functionality to establish Vaseline as a relevant, trusted, and emotionally resonant skincare leader.
THE CREATIVE STRATEGY & CREATIVE DIRECTION My approach focused on a design-led transformation that elegantly elevated Vaseline's visual identity, signaling its evolution into a contemporary skincare brand while honoring its rich heritage. I spearheaded the strategic redesign of the Vaseline brandmark and developed a comprehensive packaging architecture. This included introducing softer curves to its typeface and holding device to evoke nourishment and care, complemented by hints of silver for a premium feel. The new design system created easy navigation for consumers and provided a scalable foundation for future product growth. It established an iconic communication system that conveyed efficacy through a sophisticated visual language, purposefully integrating visual cues from both high-end beauty skincare and dermatology to modernize the brand image, expand into new categories, and drive emotional connection across all channels.
THE RESULT The strategic design transformation successfully repositioned Vaseline, shifting consumer perception from a single-product solution to a dynamic and relevant skincare brand. This revitalization significantly broadened its appeal, attracting new demographics and enabling successful expansion into diverse skincare categories. The elevated aesthetic and clear communication of benefits reinforced Vaseline's authority, fostering a deeper emotional connection with consumers and setting a new standard for a heritage brand in the modern beauty landscape.
