NIVEA GETS A NEW GLOBAL DESIGN

Originally Posted January 15, 2013 on www.gcimagazine.com

All images courtesy of NIVEA

Evolution of NIVEA's new global design by Yves Béhar/fuseproject

Evolution of NIVEA’s new global design by Yves Béhar/fuseproject

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.

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NIVEA's new global design by yves béhar/fuseproject

NIVEA’s new global design by yves béhar/fuseproject

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.

Concept development of the new NIVEA global design

Concept development of the new NIVEA global design

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.”

Evolution of the NIVEA creme tin over time

Evolution of the NIVEA creme tin over time

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. The blue tin wasn’t just the basis of the design, but also 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.

Vintage NIVEA creme powdered soap advertising, Germany 1924

Vintage NIVEA creme powdered soap advertising, Germany 1924

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

(Left) postwar advertising, Germany, (right) right the NIVEA 'fun in the sun' advertising, Germany, 1967

(Left) postwar advertising, Germany, (right) right the NIVEA ‘fun in the sun’ advertising, Germany, 1967

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.

(Left) postwar advertising, 'to protect the skin', Germany, (right) right NIVEA commerical, UK, 1958 (top); sun tanning oil advertisement

(Left) postwar advertising, ‘to protect the skin’, Germany, (right) right NIVEA commerical, UK, 1958 (top); sun tanning oil advertisement