In this project, I reimagined Vaseline for a Gen Z audience by shifting its perception from a legacy product to a culturally relevant, everyday essential. Based on insights into the target group who are drawn to bold visuals, playful design, and purposeful consumption I developed a concept that turns Vaseline into a statement of simplicity and self-expression. The idea “No Drama / Zero Fuss” positions the product as an effortless, no-nonsense staple in modern life. As part of the concept, I introduced a refill system to make the product more sustainable, affordable, and aligned with Gen Z values. The visual identity is minimal yet expressive, using strong typography and color to create impact and shareability across platforms. The result is a concept that transforms Vaseline into a symbol of simple, modern self-care communicated through a tone that is light, playful, and culturally in tune.