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Vaseline Intensive Rescue global rebrand

Agency: Blue Marlin

Client: Vaseline

Skin care brand, Vaseline, is aiming to re awaken consumers’ awareness of the brand as the skincare experts with unmatched experience and understanding in caring for and celebrating all skin types.

Integrated brand design agency Blue Marlin has developed the design having worked closely with the Vaseline Marketing team in the development of the strategic brand re-positioning, which is at the heart of the global re-launch and expansion of Vaseline’s entire Intensive Skin Rescue range for very dry skin.

The scope of the strategic programme includes the development of a new positioning and a fresh new look for the entire range.

Global Brand Manager at Vaseline, Gustavo Lara, says, “For us skin is amazing and the new designs cement Vaseline’s credentials and authority as skin care experts. It also builds on the trust inherent in the Vaseline brand whilst looking so special it’ll be the one to display proudly.

“The new approach ensures the Rescue range is in keeping with the other Intensive Care variants whilst creating an identity distinct enough to become known as the best products for very dry skin.”

He added, “Understanding different cultures has helped us to create a globally harmonised platform across the regions.”

The new positioning sees Vaseline as the leading everyday skincare expert taking a holistic view on skin health, maintenance and enhancement. The re-brand heralds a new phase of development that sees the range becoming aspirational, warmer and more authoritative.
Blue Marlin has created packs with a pure matte white finish to indicate purity, which contrasts well with the deep blue frosted cap.

A metallic finish on the Vaseline logo demonstrates the premium quality, aids navigation and adds a tactile quality.

The design expresses Intensive Rescue’s personality without losing any of Vaseline’s authority as a brand that is instantly recognised and trusted right around the world.

Executive creative director at Blue Marlin, Martin Grimer, said, “Vaseline is passionate about skin, so we have developed an approach which will create maximum impact in what has previously been a busy, yet generic category. There is now a family feel for the entire range.”

“No other brand can match Vaseline’s skincare experience and understanding; it is instantly recognisable right around the globe.

He added, “To maximise on this, for the Intensive Rescue– range of products, we have created an icon based on the International Rescue symbol, a visual metaphor for the products’ benefits, which can be instantly understood by people everywhere.”
“The symbol is unique and distinct to the brand, acting as a stamp of authority that can be used beyond packaging on point of sale, posters and digital media.”

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