Nivea products are used everyday by over 500 million women and men across 170 countries, and since releasing their first product 101 years ago, it has become one of Germany’s most iconic brands. As Nivea grew and entered new product categories, the company lost sight of their branding and image, and as a result, all of their products carry a different look. That is why they hired the renowned product designer Yves Behar to not only give the entire line of Nivea a fresh and consistent look, but also create packaging that would reduce cost and waste.
The Swiss born designer started the design agency Fuseproject in San Francisco 12 years ago and has been the mastermind behind the designs of the One Laptop Per Child program, Puma’s “clever little bag” packaging, and a variety of new technologies such as Jawbone products. With Nivea, Behar wanted to go back to the roots of the company and draw inspiration from the original and still classic circular blue tin with its simple white lettering. “By harkening back to a pervasive brand icon such as the blue tin, the new designs, while offering a fresh, forward facing look for the brand, is also anchored in the company’s rich history. With this new brand expression, NIVEA has a new face without losing any of its essential Nivea-ness.”
One of the first products to get the new makeover is Nivea’s best selling body milk product. The refreshed design draws inspiration from classic milk bottles and comes in fully recyclable packaging. This is the plan for all of the redesigned products, which should finish rolling out by the end of 2015. It is estimated that by creating environmentally friendly and smart packaging, Nivea will be able to reduce packaging by 15 percent and eliminate 12,000 shipping pallets every year to reduce carbon dioxide emissions by 585 tons.
Often when a company looks to create environmentally friendly products it is believed to come with higher overall costs. Yves Behar doesn’t buy that idea and recently told Deutsche Welle “The compromises that exist between sustainability and design are often described as false compromises in my opinion… Often sustainability is described as being more expensive or more complicated for the consumer. And I’ve always believed it’s actually the reverse.”
So far Behar and his team at Fuseproject seem to be off to a great start, but only time will tell if they can pull it off with all 1,600 Nivea products.