Pearlfisher has redesigned Nivea for Men in preparation for the brand’s global relaunch, which began in the US last week.
Nivea brand owner Beiersdorf appointed Pearlfisher in August 2006. It briefed the consultancy to ‘modernise the brand and give the products in the range a clear hierarchy’, according to Pearlfisher designer Will Gladden.
The range includes aftershave balm, shaving gel and foam, face wash and moisturising lotion.
Nivea for Men’s new packaging uses silver, blue and white as the dominant colours. It also features different colour-coded focal points in the centre of the packaging, which is intended to help consumers distinguish between sub-ranges.