Balms in Bioplastics
Vaseline x Shellworks – A Speculative Sustainable Collaboration (2024)
In response to the climate crisis and rising demand for ethical innovation, this project imagines a speculative collaboration between Vaseline and Shellworks, a London-based biotech start-up pioneering compostable bioplastics.
The outcome is “Balms in Bioplastics” — a sun-protective balm reimagined through circular design. The provocation: How might Vaseline, a brand rooted in fossil fuel derivatives, appeal to climate-conscious millennials by transforming its packaging into a symbol of purpose?
Enter Vivomer, a microbe-derived bioplastic from Shellworks that naturally decomposes without harm. Combined with waste oyster shells — a calcium carbonate-rich by-product of the seafood industry — the balm pod becomes a semi-rigid, terrazzo-patterned container that biodegrades in soil or dissolves in warm water, creating a new, guilt-free ritual.
This regenerative object not only protects skin but actively cares for the planet. The pod’s visual identity — shell-flecked and elemental — aligns with minimalist luxury, reinforcing the product’s natural origin and premium feel. The storytelling is embedded in the design: from its beach-holiday escapism visuals to the embodied message — “The balm that disappears — not the planet.”
This advertising concept reflects millennial values of wellness, minimalism, and climate action. Scalable and distinctive, it positions Vaseline as a climate-forward skincare pioneer by blending biomaterial innovation with strategic brand storytelling.