German Design Award for NIVEA MEN Creme Tin

First the “2015 German Packaging Prize” and now the “German Design Award”: the tin for the new NIVEA Creme for men isn’t just being well received by consumers, but also has convinced the packaging and design experts.

On February 12th, 2016, the jury of the renowned German Design Award selected the NIVEA MEN Creme tin for the category of “Excellent Communications Design/Packaging” as part of the international trade fair “Ambiente” at the Frankfurt Exhibition Center. The German Design Award competition, created by the German Design Council, is among the most renowned design competitions in the world.

The NIVEA MEN Creme tin convinced the jury with its clear translation of the key visuals in the packaging: “After introducing the new NIVEA MEN design vocabulary and the new round logo in 2013, the world-famous blue NIVEA tin will now have a masculine counterpart. Made out of aluminium, the new NIVEA MEN tin is a direct transposition of the brand logo with its characteristic start button design. Featuring a screw cap, a slip-proof ribbed profile and stackable ridges on the top and bottom, the new NIVEA MEN tin is a distinctive tool for intuitive, no-frills men’s care. Thorough and comprehensive.”

"With this product we managed the impossible: persuading even men who never previously used any skincare product to finally adopt one into their daily grooming routine”, says Giuseppe Berardi, Global Brand Manager NIVEA MEN. “NIVEA MEN Creme is an authentic hit, boosting category growth. The iconic design of the tin is a key reason behind this extraordinary consumer response and this award is a great recognition for the wonderful work done on this project”.

“This additional award is a nice confirmation of our many months of hard work”, says also Packaging Developer for Metal Packaging, Klaus-Peter Stange. His colleague Peter Steidle, responsible for NIVEA MEN as brand expert in Packaging Development, adds “Our core team consisted of a good ten people from various disciplines like Formula Development, Supply Chain, Marketing, Quality Assurance and the production facility Beiersdorf Manufacturing Hamburg (BMH).”

The design was developed by Beiersdorf Research & Development together with the Hamburg f+s - feldmann+schultchen design studio which is the agency responsible in 2013 for helping with the international brand introduction of NIVEA MEN as well as helping develop the global design guidelines for packaging and POS architecture for the men care market.

Another external partner on board was the family company Desjardin. The French company is specialized in metal packaging. Together, we translated the design into a technologically feasible solution. The affiliate BMH along with Technology Development also played an important role. The company contributed its many years of experience in automation and mass filling of NIVEA Creme. “We literally threw all of our knowledge into one pot”, says Klaus-Peter Stange, “so we were able to develop new knowledge.”