Vaseline 2025 Portfolio Redesign
Portfolio Design Strategy
Packaging Design
Photography Direction + Production
Brand Innovation
The 1HQ Team and I developed the 2025 redesign for Vaseline’s Jelly, Lip, and Body portfolios. The brief was to elevate and modernize Vaseline, to create consistency across categories and evoke desire in this functional household brand. The priority was to create a premium system that could be extended and varied.
Working alongside our Creative Director, Kate Rascoe, we collaborated with Photography team, Zac&Buj to create a stunning body of work over a 2 week photoshoot in NYC. We also launched a line of glittering body oils in the new brand style.
We captured stills and motion of packaging, formula textures, talent with the products, and beauty shots of the product on the models’ skin.
Dialing up premium and sensory cues across the lotion and gel oil lines
We simplified the Vaseline jelly and lip products to be more iconic and proud, by centering the logo and copy
creating a consistent architecture that follows the brand’s positioning of “Beauty Meets Science”
We introduced gold details that radiate from the top and illuminate the brand
We created a distinct look for the Men’s lotion collection
The before and after of the lotion and gel oil portfolios