Vivid Vaseline: Elevating Vaseline into premium beauty

• Branding

• Art Direction

Insight
Vaseline has been a trusted healing skin helper for over 150 years by doctors, parents and now a legion of Tiktok-slugging skincare fanatics… but it has struggled to feel premium. With an exciting new brand mission to give every body healthy skin, they asked for an iconic identity to help them break into beauty.

Idea: Vivid Vaseline
We wanted Vaseline to feel proud and fresh with a collection of bold new images and digital assets that showcased its new pack designs, healing textures and used powerful brand iconography of the V to symbolize Vaseline and its vivid, versatile variants for every body.

By playing with the V in perspex, ingredients and design, we showed how the V also means variety, which supports the philosophy of giving every body healthy skin. 

Using a new vivid but soft, colour palette, we brought fresh energy and confidence to the brand world that still works with its navy blue signature world.

Deliverables

• Brand book &digital brand guidelines

• Photography

• E-commerce assets

Photographer: Pawel Pysz
Styling: Adam Ziska