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Vaseline Bottle Range


Brand Visibility Design

Vaseline Range

Project Summary

Vaseline is a huge global brand, owned by Unilever, with an extensive portfolio of personal care products. This particular project was run by their team based in North America and came off the back of a long period of unsuccessful developments, with other agencies, for a new range that would satisfy their gateway requirements.

Our brief was to elevate the consumer experience in order to drive reappraisal of the Vaseline brand through both graphics and structure for their range of body lotions. We needed to rebuild Vaseline's brand equities that their competitors have diluted, by dialling up the Vaseline 3D codes and physical assets. A final key aspect of the brief was to create a design that could be scaled up across many different sizes, both bottle and pump formats, so the whole range felt harmonised together. 

Vaseline Purity
Vaseline Concept Sketch

Initial Concept Sketch Work

Vaseline Concept CAD

We were able to align quite early on with our client's team, both R&D and marketing, on a design approach that would fully satisfy the brief and the design vision. The main challenge of the project, therefore, was to develop a range that felt harmonised across many different sizes. We also made sure to focus on the structural details that would ensure an excellent and technically sound design in all cases.

Vaseline Concept Models

Early 3D Printed Model Testing


A Look at Our Range Harmonisation

Vaseline Render
Vaseline Render

Development & Testing

Despite the challenging undertaking and high level requirements of this bottle, both in technical performance and design aesthetic, the team produced a design which achieved all the necessary metrics and we developed the range in record speed. Due to our expertise and knowledge in this area of brand and product design, we were able to mitigate much of the risk and delay, which other agencies had failed against to until that point. We ensured that we gave the time and focus required to develop and test our design prior to pilot tooling and this helped saved us and our client both time and money.

banner new.png

Website promotional banner for the new bottle

Vaseline Bottle Lotion
Vaseline Lotion Range

The Design

Our design, currently launched in North America but due to be rolled out globally, is helping to re-establish Vaseline as the category leader with packaging that compliments and reaffirms their brand and the natural purity of the product.

The design is truly inspired by Vaseline's equity curve and pureness of product. We have elevated the previous design by bringing an intuitive sense of elegance and purity of form.

The curvature of the bottle creates a strong recognisable profile; and by retaining tension between a defined edge and curved surfaces, our design does not compromise from its progressive nature, which will hopefully allow this design to flourish for many years to come.

Disclaimer: All work shown on this page was undertaken whilst under the contractual employment of Design Bridge Ltd. All work shown, at the time of release on this portfolio website, had been launched and was within the public domain.  All work shown is the property and copyright of Unilever and was created by Design Bridge Ltd. The work is shown for personal portfolio presentation purposes only and must not be shared by any third parties. All opinions expressed are by the owner of the website and do not necessarily reflect those of Design Bridge and/or Unilever.

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