fuseproject / yves behar: NIVEA rebranding

evolution of NIVEA’s new global design by yves béhar / fuseprojectall images courtesy of NIVEA

beiersdorf AG who owns NIVEA, has collaborated with yves béhar / fuseproject to develop a new design language for their products which offers a refreshed look for the world’s largest skincare brand, while still embodying their traditional brand values. for the redevelopment of the company’s logo, béhar drew on NIVEA’s blue tin, which has long been an iconic symbol of their cosmetic line, encompassing something that is recognizable while at the same time updated to be applied across their entire range. the updated logo utilizes the crème tin as its trademark, while looking to its shape to inform the rounded contours of the renewed packaging – reduced blue and white colors are also elements of the improved design. the round lids of the bottles now tilt towards the customer and are embossed with the NIVEA logo, reflecting clear similarities of the classic NIVEA blue tin.

‘design is important because it adds value to an object’s function,’ said yves béhar. ‘unlike many other skincare brands, NIVEA isn’t geared to a specific culture, gender or age group. I was particularly drawn to this project by the vast emotional potential of the NIVEA brand and its 100-year heritage,’ he continued.

new packaging in reduced blue and white colors

presenting a consistent visual language across all channels – from product packaging, through to point of sale, to advertising – the new global design increases the consumers’ identification of the brand’s products, and encourages them to use other goods.

‘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 & supply chain at beiersdorf. ‘around two-thirds of all purchase decisions are made directly in front of 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 rounded lids of the new bottles tilt towards customers and are embossed with the NIVEA logo

NIVEA’s new global design by yves béhar / fuseproject

the skincare brand’s iconic blue tin was the basis of the updated design language

profile of NIVEA’s blue créme tin

the tin has been a part of the company’s visual language since 1925

concept development of the new NIVEA global design

prototypes and concept sketches of the new packaging

process documentation

yves béhar on redeveloping NIVEA’s brand image video courtesy of NIVEA

the original NIVEA creme tin packaing, 1911

evolution of the NIVEA creme tin over time

vintage NIVEA creme powdered soap advertising, germany 1924

left: postwar advertising, germanyright: the NIVEA ‘fun in the sun’ advertising, germany, 1967

left: postwar advertising, ‘to protect the skin’, germanyright: NIVEA commerical, UK, 1958 (top); sun tanning oil advertisement, ‘against the biting cold and wind’, france (bottom)