Vaseline is a household name with over a century of history in South Africa, deeply embedded in the daily rituals of millions. However, as the skincare market becomes increasingly saturated with clinical and hyper-modern competitors, even a brand as iconic as Vaseline must evolve to remain relevant to a new generation of consumers without alienating its loyal heritage base.

The project was tasked with modernizing the visual identity while amplifying the brand's core promise: the transformative power of healing. The goal was to shift the perception of Vaseline from a "traditional staple" to a "modern essential" that celebrates the skin it protects.

The Strategic Concept: The Shine Layer

At the heart of the rebrand is the "Shine Layer", a visual metaphor for the literal and figurative glow that Vaseline provides. In the South African context, "shine" is more than just a surface quality; it is a symbol of confidence, pride, and being "set up" for the day.

The new identity system introduces a dual-toned arc that represents the physical barrier of the product. This element serves as a versatile framing device across all applications, symbolizing the transition from dry, vulnerable skin to a state of protected, healthy vitality.

Typographic Harmony

A critical component of the refresh was the transition to Museo Sans. The previous brand typography leaned heavily on a more traditional, almost clinical aesthetic. Museo Sans was selected for its unique balance of geometric precision and organic warmth. Its subtle curves echo the "Shine Layer" arc, creating a unified typographic voice that feels both authoritative and accessible.

Visual Strategy & Application

The visual system was designed to be expansive yet consistent. By moving away from cluttered layouts and focusing on high-contrast photography—particularly of family rituals—the brand communicates its heritage of "Generations of Care."

• The Logo: The signature wordmark was refined to sit harmoniously along the new Shine Layer, improving legibility and modernizing the brand’s "signature."

• Color Palette: The classic Vaseline Blue was maintained but elevated through the use of geometric patterns and gradients that mimic the refraction of light on healthy skin.

• Environmental Graphics: Large-format applications, such as the "Generations of Healing" billboards, utilize the Shine Layer to create a window into the lives of the communities the brand serves.

Through this strategic refresh, Vaseline is repositioned not just as a product in a jar, but as a catalyst for confidence that has been rubbed into the skin of South Africans for over 150 years.