Nivea approached Fuseproject with a unique challenge. As a ubiquitous, global skin care brand, Nivea had no cohesive design language to guide their various engagements, which led to a diluted overall brand and a confusing experience for their customers.

Fuseproject based the design and graphic language on solid ground: the heritage tin and its classic white Bauhaus-era 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. The overall design language is also anchored in the circular logo. Caps and closures are rethought in the blue Nivea color, with the redesigned logo embossed on the material.