Beiersdorf launches new design for Nivea packaging

Beiersdorf is introducing a new design for its Nivea brand packaging, which will be rolled out in more than 200 countries around the world from January 2013 onwards.

Aimed at unifying the famous brand's recognised values, consumer benefits and iconic look, the revised logo features the distinctive Nivea name within a dark blue circle, evoking the look of the blue cream tins that have been associated with the label since 1925.

Internationally renowned industrial designer Yves Behar allied with Beiersdorf's internal teams to devise this new design language, which will also involve the introduction of more rounded, contoured containers, a blue and white colour scheme and rounded lids that evoke the new logo.

Ralph Gusko, executive board member for brands at Beiersdorf, said: "Around two-thirds of all purchase decisions are made at the shelf. The new Nivea design's high recognition value will make it easier for consumers around the world to find the Nivea products they are looking for."

Nivea is the world's largest skin care brand and marked its 100th anniversary in 2011.