German cosmetics manufacturer Beiersdorf has introduced a new global design language for its entire Nivea ranges, based on the blue tin that is the brand’s “face“ since 1925. The new design aims at translating the successful Nivea brand’s values into products that consumers can see and feel, thereby making products in all categories immediately recognizable.
The gradual introduction of the new design for the entire Nivea skin and body care portfolio started in more than 200 countries in January 2013.
“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,” explained Ralph Gusko, Executive Board Member for Brands at Beiersdorf.
Internationally renowned industrial designer Yves Béhar joined forces with the Beiersdorf Design Management team to create the new design language that embodies the Nivea brand values.
