1

FACULTY OF ART & DESIGN

BANCHELOR OF GRAPHIC DESIGN

GDG 544
PACKAGING DESIGN AND SUTAINABILITY

TITTLE:
HISTORY AND PACKAGING EVOLUTION

BY:
NUR AQILAH BINTI RAMLEE
2023185491

SUBMIT TO:
MADAM IDA HARTINI BT ZAINOL
 2

TABLE OF CONTENT

1.0 History vaseline company 3-4

2.0 History vaseline logo before the current logo 5

3.0 History vaseline product 7-8

1.3 Evolution of Packaging Design 8-10

1.4 Conclusion 11

2.0 Refrencess 11
 3

1.0 History vaseline company

Vaseline is an American brand of petroleum jelly based products owned by transnantional

The co-headquarters of the British-Dutch multinational consumer products business Unilever

Dove, Lipton, Knorr, Hellmann's, Axe, Vaseline, and numerous other well-known brands are
just a few of those that fall under the Unilever brand umbrella. With programs like the Unilever
Sustainable Living Plan, which concentrated on lowering environmental impact and enhancing
social conditions, the corporation has historically placed a strong emphasis on sustainability
and social responsibility. Unilever aggressively promotes sustainable business practices
throughout its operations and has been involved in a number of environmental conservation
programs.
 4

The original 1967 Unilever logo had a lovely and charming blue and white color scheme that looked
new, bright, and highly amiable. It combined a large, noticeable insignia with a delicate, classical
logotype that was positioned beneath it. The logo featured a stylised letter "U" with triangular, arrow-
like edges along its vertical lines. The "U"'s vertical bars had the appearance of two towers and were
both strong and opulent.

The title case of the logotype's elegant, somewhat expanded serif typeface gave the design more
robustness and self-assurance.

Wolff Olins was tasked with updating the Unilever brand concept in 2004. The structure, an expanded
"U" above the wordmark, was the only thing that didn't change, and all other aspects were completely
redone. First off, the color palette was improved, and the blue now has a deeper hue with more
brightness. Second, the "U" took on rounded edges, and the body of the letter was made up of 25 tiny
images to represent all the directions the company works in. Lastly, there is the logotype. It has
undergone a complete transformation and is now written in handwritten cursive with rounded,
smooth edges that look both pleasant and modern.
 5

2.0 History vaseline logo before the current logo

As soon as the distinctive Vaseline product was released, the phrase and associated
emblem appeared. Since its creation in the 1970s of the previous century, the brand's logo has
experienced a number of alterations. The arsenal consists of seven primary options.

In 1870-1872 ,The term "Vaseline" was present on the label of those years with a large
letter spacing. The letters "e" and "s" in particular had curved lines, and the signs themselves
were thin and slightly wavy. The company name was "Whit Petroleum Jelly." Light symbols
were placed on a dark background.

In 1872- 1928, a new font with little serifs, printed in upper case, was added to the logo.
The letters turned dark and were then adhered to a light background.

In 1928-1969, the original version of the logo was brought back, with a little change to
the "e" shape—the curly bend was gone. The word "Vaseline" was positioned in a horizontal
rectangle on a yellow-olive backdrop without the serifs. A circle with a thin border was added.
 6

In 1969 – 2004, a new logo was needed to avoid becoming visually associated with just one
product after the assortment was expanded. As a result, management approved the version with
narrow serifs. All signs are wide, blue, and have a traditional design.

In 2004-2006 , The background is a deep blue color, while the symbols are light, smooth,
and sliced and in 2008-2018 ,the designers replaced the rectangle with a semi-oval with non-
rounded edges. They also changed the font. The background was made blue with a light
highlight below and two gray border lines.

2018 untill today , The semi-oval has been upgraded by the developers, who added a gray
border all the way around and shifted the light source to the center.
 7

3.0 History vaseline product

In 1859, Robert Chesebrough a chemist from new york, visited the oil fields of
titusville, pennsylvania in the US to research to what new materials might be obtained from the
fuel. Over the next decade he perfected the formulation of vaseline petroleum jelly before
opening for bussines in 1870. Vaseline quickly became known for its ability to protect and
restore dry and damaged skin, and over the next century it established itself as a skin product
found in household around the world.

Vaseline has an interesting and long history that stretches back to the 19th century. It is a well-
known brand that is known for its petroleum jelly-based goods. The history of Vaseline starts
with Robert Chesebrough, a young chemist who, while working on oil rigs in the early 1870s,
discovered a material that had amazing skin-healing abilities. This substance was transformed
by Chesebrough into a transparent jelly, which he later patented as Vaseline in 1872.

The words "wasser" and "elaion," both of which imply water and oil respectively in German
and Greek, are combined to form the term "Vaseline." The product line gained recognition for
its adaptability as a skin protector and healing ointment. Vaseline gained widespread
acceptance and was used for a variety of things, including hydrating dry, chapped skin and
treating minor burns, scrapes, and wounds.
 8

Vaseline, which was once promoted as a drug, became well-known for its remarkable healing
abilities, particularly for the treatment of small burns, scrapes, and cuts. It gained popularity
throughout time for its hydrating properties, which helped relieve dry and chapped skin.

Since its founding, Vaseline has increased the variety of skincare products available in its
product line beyond the standard petroleum jelly. Lotions, creams, lip care items, and other
formulas that address various skin types and needs have been included as part of this growth.

4.0 Evolution of Packaging Design (Vaseline petroleum jelly)

At the beginning of vaseline production, clear glass was the first packaging used,
amber jars were also made to protect "carbolated".Jar are extremely common and are easily
one of the most frequently found utilitarian containers in bottle dumps dating throughout the
1880-1970.
 9

Some of the earliest jars to contain Vaseline were not marked that is, with raised lettering
embossed in the glass, but carried paper labels with the information printed on them. The jar
illustrated is of a generic style termed a “pomade”

This design clearly alters the configuration. Straight sides, a very small shoulder formed
below the sealing ring, and a very short continuous-thread finish are the jar's maximum
specifications. As a result, the cap was longer than the glass jar's rim. After a few years,
vaseline changed their packaging to jars made of glass, just like their original production, with
iron lids instead of plastic because at the time, they have only they only had jars in those years.
 10

In 1978, Vaseline changed their packaging due to the transition to plastic containers
but they still maintained the bottle cap iron lid. In addition to the trend with plastic containers
as well, if vaseline still uses a glass bottle, the container is easy to break

The latest version of the standard Vaseline container has been made of plastic. Unilever
uses polypropylene containers that are recycled and liquefied during production. There are 5
types of plastic used to make the final container used to pack jellies, lotions, creams, and sprays.
Vaseline has improved the product by creating a lid that is easy to open, which can allow the
preservation of the contents for a long period of time, and by using a more environmentally
friendly plastic material.
 11

5.0 Conclusion

Overall, I was able to find out why they produce the packaging they do. This is due to
the fact that their products are well-known throughout the nation and that consumers will
continue to use them until they produce packaging that is appropriate for their customers'
growing use of them. The first impression a consumer has of a product is greatly influenced by
its packaging, which also serves as their introduction to it. Product packaging serves to protect
the item from damage during transportation from the manufacturer to the retailer and while it
is displayed on the shelves of a retail establishment. It is one of the elements that manufacturers
must take into consideration. The value of product packaging is extensive and can contribute
to making a good first impression and fostering enduring brand loyalty. In agreement with its
design and product category, every product will have a unique packaging. The purpose of the
packaging is even more significant than the design.

6.0 Refrencess

https://mz.com.mt/blog/the-amazing-story-of-vaseline/
https://www.unileverusa.com/brands/beauty-wellbeing/vaseline/
https://www.unileverusa.com/brands/beauty-
wellbeing/vaseline/#:~:text=History%3A,of%20a%20jar%20a%20minute.
https://1000logos.net/unilever-
logo/#:~:text=The%20redesign%20of%20the%20Unilever,a%20darker%20and%20br
ighter%20shade.
https://www.vaseline.com/us/en/who-we-are/our-history.html\