After 140 years in the market, Vaseline was ready for a more contemporary identity to reassert its authority in the skin care category. It was also looking to establish a simpler portfolio architecture to ensure global consistency.
The refreshed design retains and strengthens Vaseline’s trademark lozenge by echoing the brand’s iconic petroleum jelly jar. Semiotic analysis led to the creation of new varianting iconography that improves navigation across the brand’s extensive ranges.
The resulting architecture has proved both flexible and cohesive. The design holds together an exceptionally diverse offering from skin recovery to maintenance to enhancement, and has helped make Vaseline one of Unilever’s fastest growing brands.
As creative and strategic partners of Unilever for the past 6 years, bluemarlin has worked on Vaseline products in over 10 countries worldwide across skincare, deodorant, shower and bathing, and men's categories.