Nivea: new at 100
Nivea approached fuseproject with a unique challenge. As a ubiquitous, global skin care brand, NIVEA products are sold across 170 countries and countless product categories. While they have remained at the forefront of the skin care industry, with over 500 million women using a NIVEA product every day, their successes have led to brand confusions; NIVEA products come in disjointed packaging forms, various different brand expressions and a series of disconnected graphic languages. There was not a cohesive design language to guide product design, which led to a diluted brand and a confusing experience for customers. Our early thinking was to reduce the complexity of the current form languages, edit the numerous packaging types to a minimum set and eliminate the proliferation of logo variations and typographic expressions. We believe simplifying the Nivea visual language offers a stronger and clearer expression of the brand values.