In 2018, Nivea approached Lavernia & Cienfuegos with an ambitious 3D design project. The objective was twofold:
- 1. Defining a coherent packaging design language
When the brand first contacted us, it had identified that its packaging lacked a unified language capable of reflecting Nivea’s DNA. We analysed the brand’s history and values and developed a coherent formal language that would allow future packaging to be immediately recognisable as Nivea—even without applied logos or graphics. This process involved an in-depth study of three-dimensional form, its expressive potential, and its ability to convey both product and brand identity.
- 2. Establishing visual codes and resources for different audiences
In parallel, we established specific design codes and tools for packaging aimed at different audiences: unisex, family, male, and female, while maintaining consistency with the newly defined design language.
With this foundation in place, Nivea commissioned us to develop a wide range of packaging formats, including deodorants (stick, spray, and roll-on), shower gel bottles, men’s products (jars and bottles), and the redesign of the brand’s iconic body lotion bottle, among others.
The project was carried out over nearly six years and involved close collaboration with the marketing team, as well as other key departments such as category managers (body, face, shower, etc.) and the internal packaging team.
The first product launched as a result of this work was the stick deodorant. Its main challenge was to reduce plastic use by 30% compared to previous models. The design sought to convey softness and effectiveness while maintaining a unisex language, as it is intended for both male and female audiences.
