Regma
Regma is an ice cream and pastry chain with more than 200 points of sale and 90 years of history, holding a leadership position in Cantabria and being well-known in other regions of northern Spain. Its core values are quality, honesty, 100% natural products, and traditional recipes. Currently, the company aims to expand its presence in supermarkets and large retail stores, beyond its own outlets. One of the consequences of this growth objective is the need to update and strengthen its brand image, among other things, to better connect with a younger audience and to adapt its packaging to the demands of retail shelves.
Our work has focused on modernizing the logo, giving it more strength and personality. The new identity is more vibrant and memorable, and the characteristics of the redesigned logo allow it to be used in large formats as the key visual element of the packaging. Additionally, communication materials have been redesigned, with special attention given to point-of-sale materials (POS), and the product packaging has been updated to create an iconic and easily recognizable design that also meets the requirements of different sales channels: own stores, supermarkets, large retail stores, and online sales
Nivea Men Shower
In 2018, Nivea entrusted Lavernia & Cienfuegos with an ambitious 3D design project with a dual objective:
1. Defining a consistent packaging design language
When Nivea approached us, they had identified the need to unify their packaging under a visual language that would faithfully reflect the brand’s DNA. We studied the company’s history, values, and positioning to develop a coherent formal language that would make its products recognizable even without logos or applied graphics. We carried out an in-depth analysis of the packaging’s three-dimensional form, its expressive capacity, and its role as a vehicle for conveying the product and brand identity.
2. Establishing visual codes for different audiences
We created specific tools and visual codes to segment products targeted at different audiences: unisex, family, male, and female. All of this was achieved while maintaining consistency with the new visual language developed.
With this foundation in place, we began redesigning a wide range of packaging: deodorants (stick, aerosol, and roll-on), shower gel bottles, men’s products (jars and bottles), and even the iconic body lotion bottle.
The project spanned nearly six years and involved close collaboration with Nivea’s marketing team and other key departments, including category managers (body, face, shower, etc.) and the internal packaging team.
One of the first designs to emerge from this collaboration was the new bottle for the Nivea Men shower gel range, aimed at a male audience. The brief requested that the design convey masculinity and efficiency while preserving the essence of the previous design.
We opted for solid, straight, and bold shapes, inspired by classic codes of masculinity, blended with a more modern and sporty style. (The 250ml format is widely used in gyms due to its convenient size for transport.)
Special attention was given to the bottle’s ergonomics, incorporating lateral grips to improve handling. The details were also carefully considered: the contrast of textures on the cap—a combination of glossy surfaces and slightly rough ones—adds character to the overall design.
Sustainability was a key requirement. As such, we redesigned the cap to significantly reduce the amount of plastic used compared to the previous model, without compromising the user experience.
U/1ST
U/1ST is a brand that was born with the purpose of creating a makeup line with properties and ingredients that care for the skin, not only focusing on beauty.
Products designed for active, confident, and straightforward individuals seeking practical, realistic solutions. The presence of the logo overflowing the limits of the boxes is a reflection of its personality: powerful, even challenging. This approach is evident in the design of the boxes as well as in the use of the brand on the web, social media, and all visual communication.
The logo is composed of a sans-serif typeface, which complements the high technology behind the products. It is presented in black on white because the strong contrast emphasizes visual power and sets the brand apart from conventional solutions, which often rely on color, as seen in the packaging of competitors.
A special text composition has also been considered, combining a sans-serif typeface (indicative of technology and modernity) with a serif typeface (closer to the beauty world). This combination allows for hierarchy and influences the reading of messages.
In the design of the boxes, there are two sides with a large logo, while the other two sides feature the descriptor and other information. This way, when displayed on the shelf, one can choose which side to use as the front – the most eye-catching and emotional, the informative, or perhaps a combination of both.
Photography: L&C, Ernesto Sampons, Daniel Molina, Estudio Catorze
Massimo Dutti Blooming
With “Blooming,” the brand aimed to create a new family of perfumes with its own codes, opening the door to a slightly more daring olfactory world and elevating the image of perfumery, especially at the point of sale.
A family of women's perfumes based on floral notes, hence the name of the collection. The client’s brief requested a warm image, with amber as the main color and an elegant, timeless aesthetic. The semi-sphere or semi-circle as a flower icon is the geometric shape that structures the entire packaging. We chose a bottle with rounded shoulders and designed a stopper specifically for it. The distinctive feature of the container’s shape lies in the inverted curves of the bottle’s shoulders and the stopper. The black tube gives it a unique touch and matches the color of the stopper. The box is covered by a sleeve that, on its lower part, has a die-cut that reproduces the semicircular shape characteristic of the design.
Nivea Deo Stick
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 six 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.
La Perla
One of the attractions of El Capricho, and undoubtedly the reason for its personality, is that it is an author's work. All its products, its activities, its day-to-day are permeated by the presence and intervention of its creators: today José Gordón, previously his father, and originally his grandfather, Segundo. They are the ones who excavated the cave that now houses the restaurant, who buy and care for the oxen, who planted the vines, who make the wine. Everything is intertwined with their experiences, their feelings, their passion for what the land gives, for the authentic. This wine is made from the grapes of the highest vineyard planted by the grandfather, and it was José's father who, enamored with this wine, christened it by writing on the barrel: "La Perla". The packaging of El Capricho can only be a showcase that displays that increasingly rare quality of authorship, personal effort, authenticity. Everything else is superfluous.