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.
