In 2018, Nivea contacted Lavernia & Cienfuegos for an ambitious 3D design project. The objective was twofold:

Define a coherent design language for packaging:

When they reached out to us, they realized their packaging lacked a common language that reflected the brand’s DNA. We analyzed their history and values, and created a coherent formal language. This would allow the development of packaging that would be recognizable as NIVEA in the future, even without applied logos or graphics. We conducted analyses of the 3D form, its expressive capacity, and how it conveyed the product and the brand.

Create codes and resources for different audiences:

Additionally, we established codes for designing packaging for unisex, family, male, or female products, while maintaining the existing design language.

With the design language defined, NIVEA commissioned us to develop specific packaging: deodorants (stick, spray, roll-on), shower gel bottles, male products (jars, bottles), the redesign of their iconic body lotion bottle, among others.

The work was carried out over almost two years in close collaboration with the marketing team, although other teams were obviously involved, such as the category managers (body, face, shower, etc.) and the internal packaging team.

The first product launched as a result of this effort was the stick deodorant. Its main challenge was to reduce plastic use by 30% compared to previous models. The design aimed to convey softness and effectiveness, while maintaining a unisex language, as it is used for both male and female products.