• nivea01

Nivea rebrands, goes back in time

Less than a week ago Nivea unveiled It’s updated branding, and I dare say It looks great.

Fuseproject did an outstanding job on this project in my opinion, successfully bringing the brand back to It’s iconic roots. I really love the simplicity, and obvious Bauhaus inspired styling. They took the companies most iconic symbol- It’s blue tin, and used to to revamp the brand without destroying It’s typeface.

The blue tin has embodied NIVEA’s brand values since 1925. It is the brand “face” that consumers around the world associate with trust, closeness and expertise. Now Beiersdorf AG has introduced a new global design language based on the iconic blue tin. The new design consistently translates the successful NIVEA brand’s values into a product that consumers can see and feel, thereby making products in all categories immediately recognizable. Beiersdorf has consistently developed the NIVEA brand with a focus on its global core values. The gradual introduction of the new design for the entire NIVEA skin and body care portfolio will commence in more than 200 countries in January 2013.
— Press Release

Nivea is a global skin- and body-care brand that is owned by the German company Beiersdorf. The company was founded on March 28, 1882 by pharmacist Carl Paul Beiersdorf.

We believe simplifying the Nivea visual language offers a stronger and clearer expression of the brand values. We based the design and graphic language on solid ground: the heritage tin and its classic white Bauhaus-era lettering.

Bravo. In following through with this direction, I think they’ve successfully breathed new life into the brand- in the form of the companies old spirit.

Out with the old

In with the new

yves béhar on redeveloping NIVEA’s brand image from designboom on Vimeo.

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