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Brief Published: 30 Jan 2013

Nivea’s Pared-Down Packaging by Yves Béhar


German skincare brand Nivea has unveiled a new global identity, branding and packaging design centred on the company’s trademark blue tin and a new emphasis on simplified design.

The new round logo overtly references the blue crème tins, which have been used by Nivea since 1925, as do the smoothly rounded contours of the new packaging format. The bottles’ circular lids (embossed with the brand’s logo) now tilt towards the customer, making yet another circular emblem visible.

As well as nodding to the brand’s heritage, these streamlined designs have also been conceived to provide instant recognisability for a faster on-shelf search. “The consistent design language across all channels – from product packaging, through point of sale to advertising – increases consumer identification with the brand and encourages them to additionally use products in other categories,” explained Ralph Gusko, executive board member for brands at Nivea’s parent group Beiersdorf.

Nivea enlisted high-profile Swiss industrial designer Yves Béhar and his studio Fuseproject to create the new identity. Béhar’s well-documented commitment to humanistic and sustainable work no doubt played a significant part in the commission. The packaging also ups Nivea’s sustainability credentials by using 15% less material than the previous containers – a step towards Beiersdorf’s 2020 goal of reducing its carbon footprint by 30% per product.

Nivea isn’t the only brand opting for streamlined, simplified styling to cut through the visual noise bombarding consumers. The Quiet Space shows how the same trend is manifesting in spaces, colour and materials and retail, while UK department store Selfridges recently pioneered a ‘No Noise’ campaign throughout its London flagship.