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Nivea Gets a New Global Design

Posted: January 15, 2013

The blue tin has embodied Nivea brand values since 1925, the brand “face” for the skin care line. Now Beiersdorf AG has introduced a new global design language based on the iconic blue tin. The new design consistently translates the Nivea brand's values into a product that consumers can see and feel, thereby making products in all categories immediately recognizable. Beiersdorf has consistently developed the brand with a focus on its global core values. The gradual introduction of the new design for the entire Nivea skin and body care portfolio will commence in more than 200 countries in January 2013.

"Nivea stands for skin care, trust, quality and value for money. These are the values that our consumers all over the world appreciate. We have to ensure that our brand identity reflects these values, one aspect of which is our product design," explained Ralph Gusko, executive board member for brands at Beiersdorf. "Around two-thirds of all purchase decisions are made at the shelf. The new Nivea design's high recognition value will make it easier for consumers around the world to find the Nivea products they are looking for. The consistent design language across all channels—from product packaging, through point of sale to advertising—also increases consumer identification with the brand and encourages them to additionally use products in other categories.”

Renowned industrial designer Yves Béhar joined forces with the Beiersdorf design management team at his San Francisco-based fuseproject studio to create a new, unique and innovative design language that embodies the Nivea brand values. In addition to being the basis of the design, the blue tin was a source of inspiration to the designers. The crème tin is used as a logo, reflected in the rounded contours of the new packaging and in the reduced blue and white colors of the new design. The round lid, which tilts towards the consumer, embossed with the Nivea logo, has obvious similarities with the iconic blue tin and it provides customers with a familiar face on the shelf.

"Design is important because it adds value to an object's function," said Béhar. “I was particularly drawn to this design project by the vast emotional potential of the Nivea brand and its 100-year heritage." continued Béhar.

"The new Nivea design language was created from the ground up to offer consumers a tangible experience of our brand values before they even open the packaging. It's pure and authentic—like the brand itself," explained Gusko. And the new design language is an aspect of the new overall brand strategy focusing on sustainable and profitable growth for the Nivea product family, which was recently announced by CEO Stefan F. Heidenreich.