Nivea packaging secures prize for designer

By Simon Pitman

- Last updated on GMT

Related tags Nivea beauté Graphic design Nivea

Germany-based packaging design company Dieter Bakic has won the
German Packaging Award 2006 for the design and refinement category
with its latest design for the Nivea Beauté range.

Organised by the German Packaigng Institute, the jury said that it had awarded the prize for the iridescent material used in the design 'and the precious appearance of the packaging'.

"NIVEA BEAUTé was an exciting challenge for us",​ explained Dieter Bakic, company founder. "If you are putting hands on a brand icon like NIVEA, you have to activate all your know-how. Our assignment included the sales packaging as well as the related logo design. Furthermore we supported the product management with a 'creative marketing story" that served as a platform for integrated marketing communication."

Of the other 330 products that entered the competition, the company also received another nomination and short listing in the sales packaging category with the bottles it designed for the Joico professional hair care brand.

Dieter Bakic has been working within the cosmetics field for over 30 years with names such as Estee Lauder and Kanebo. The company says that the design for Nivea follows the identity of the brand which celebrates beauty, simplicity and functionality - characteristics that have helped the Nivea name become one of the world's leading mega brands.

The Nivea Beauté colour cosmetics range was first launched in 1997 and is now available in most European countries, where it generally holds a dominant market position in each.

Last year Nivea Beauté was relaunched with a new logo and packaging designed by the Munich-based designer Dieter Bakic and his team with the aim of building on this positioning.

The result is that the packaging design has identified with the round shape of the classic Nivea tin, which means that the cosmetics range taps into the nostalgic aspect of the brand, while updating the branding with a more contemporary look.

Old and new also comes into play with the colour scheme, which relies on the traditional 'shimmering airy blue' that the Nivea brand has come to be identified with. According to the designers this helps to give the range a 'pure and precious quality', which the consumers is likely to both identify with and value.

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