Nivea launches new global identity
Skincare brand Nivea is rolling out a new global identity, branding and packaging designs, based on the brand’s blue tin design.
The new designs have been developed by San Francisco-based Yves Béhar and his consultancy Fuseproject.
The round, blue logo overtly references the blue crème tins, which have been used by Nivea since 1925, and the references are also carried through in the rounded contours of the new packaging designs and the blue and white colour scheme of the new designs.
Nivea brand owner Beiersdorf describes the blue tin as Nivea’s ‘brand face, that consumers around the world associate with trust, closeness and expertise’.
It adds, ‘The new design consistently translates the successful Nivea brand values into a product that consumers can see and feel, thereby making products in all categories immediately recognisable.’
Béhar says, ‘Unlike many other skincare brands, Nivea isn’t geared to a specific culture, gender or age group. I was particularly drawn to this design project by the vast emotional potential of the Nivea brand and its 100-year heritage.’
The new Nivea designs are rolling out globally from this month.
Nivea’s previous identity was developed by Interbrand in 2009.