JDO’s Inclusive ID For Vaseline Radiant X

Brand design agency JDO has crafted an identity for Vaseline Radiant X, a new range of premium skincare products developed with diverse skin tones in mind. JDO’s task was to create an identity that would genuinely connect with a diverse audience seeking beauty products formulated specifically for them. The design needed to be both premium and easy to shop, highlighting the dermatological expertise while embodying the promise of radiant skin.



The solution: a visual celebration of melanin-rich beauty that evokes inviting and empowering confidence. This is infused into every aspect of the identity, from a luxurious metallic gold to the vibrant pops of color inspired by derma-beauty aesthetics.



“Our intention was to elevate this addition to the Vaseline portfolio, imbuing it with a higher level of efficacy in a premium beauty way,” comments Ben Oates, JDO Founder & Creative Director. “The sub-brand lock-up captures this intention with a combination of sumptuous curves in the serifed font and the efficacious precision of power in the X. The result is a meticulously crafted range identity that reflects modern premium beauty, inviting indulgence at every touch, supported by scientific expertise, and inclusive to everyone.”



In addition to designing the identity and packaging, JDO also contributed to the development of tv and social media assets to introduce the brand in the market.