The simple look of the clean, white lettering imprinted in a royal blue circle of tin stands for the legacy of Nivea, internationally known for its multipurpose cream but having expanded to include a very large number of skincare products throughout the years. The problem with having such a large pallet of merchandise to offer is keeping the image of the brand as a whole intact, while still projecting the individual characteristics of each cream, milk and shower gel. That’s why Fuseproject’s founder, designer and entrepreneur Yves Béhar, was called in to reinterpret the logo and packaging design, while still remaining true to the well known and loved image Nivea has built for itself.
Fun fact: A survey in 200 places where the “blue tin” can be bought in the last century has shown that each consumer thinks it is a brand produced in their own country, while the brand and all the goods actually come from Hamburg, Germany.
“What immediately emerged from the discussion was the importance of the history of the brand, its long-standing ubiquity, the question that we asked ourselves together was how to return to that essence, how to translate the story into a contemporary product, looking to the future. We decided that the object could tell the story on its own, more than advertising, more than marketing,” says Béhar.
The logo now literally mirrors the famous Bauhaus simplicity of their cream tin. The packaging reminisces of old milk bottles, with the bottle neck cut slant at the top to better display it’s cap, now bearing the logo. Also sustainability was made an issue. By making the product containers highly recyclable and using less material overall, a bit of “green” was added to the brand image.
Images: Design Boom
All in all, it’s a great look for the brand, achieving a refreshed design by combining the successful and popular elements it already had in a different way. Nothing excessive, nothing out of-the-blue new. A big change that seems minimal in scope is sometimes the best approach for revitalizing a brand image, and Nivea seems to have kept that in mind.