Needing intensive repair
Vaseline is a 140 year-old brand that Unilever wanted to liberate from its functional association with petroleum jelly and extend to a whole new gamut of personal care products.
Rather counter-intuitively, we decided that simplicity and clarity of offering were key to solving this complex brief. We made more of the famous Vaseline lozenge and used its iconic shape to organise the ever-expanding range.
Hallmark of success
The resulting architecture has proved both flexible and cohesive. The design holds an exceptionally diverse offering together, and its mutually reinforcing logic has helped make Vaseline Unilever’s fasting growing brand.
Not bad for a product that was discovered on an oilrig.
