The NIVEA brand is owned by Beiersdorf and is one of the leading brands in the skin care category whose products are used by millions of people around the world with different skin types. NIVEA Crème is a universal moisturizer that the brand’s any consumer would recognize, one of the brand’s most popular products with a hundred-year history.

Over the past few years, the brand has been releasing limited editions of Nivea Crème with a Christmas focus, which induce warm feelings and a festive mood. Packaging designs were usually developed by the global agency and provided intact to different countries. The illustrations of previous years were made in the European manner and looked beautiful and stylish. Usually they were good fairy-tale stories with attractive characters and tender scenes.

Recently, the Russian office of Nivea brand was given an opportunity to create its own unique design, targeted exclusively at the Russian mentality. This year, NIVEA entrusted Yasno. branding agency with the development of packaging design for a limited New Year's series of cremes.

The complexity of this project was the need to come up with characters and stories featuring them so that they would differ from the previously used characters developed by the global agency’s artists, and at the same time maintain continuity in the design. The illustrations offered by the Agency were funny stories about a polar bear and a penguin. The stories were created by the entire creative team, and implemented by a talented Illustrator.

The main color of the brand – blue – has been preserved on the packaging. Illustrations with the stories are placed on the box so that a large enough logo is as visible as possible. Thanks to this decision, the Agency followed the mandatory requirements for development.

Nivea Crème is produced in three sizes, which was also taken into account by the illustrator, who made all the details of the plot scalable for different packages. As a result, the Agency managed to create the Russian New Year's romantic atmosphere with cute illustrations and heartfelt stories. We are truly positive that the design of the developed packaging and graphics are clearly understandable to the Russian consumer.