«The only thing that matters is who is behind the wheel». Packaging design development for The Fast and the Furious NIVEA MEN limited edition
We have developed the packaging design for a new limited range of Beiersdorf’s NIVEA MEN products created for “The Fast and the Furious” famous franchise from Universal Pictures.
The range includes a shaving foam, a lotion and an aftershave, an antiperspirant and a shower gel.
Dark blue and white colors are always present on the packaging of NIVEA products. The Fast and Furious NIVEA MEN’s limited edition is made half a tone darker than the main blue color to emphasize the uniqueness and premium quality of the range. At the same time, the products maintain the association with masculinity and modernity that consumers are familiar with.
It was important for us that the packaging design would convey the blockbuster’s unique atmosphere, so we focused on its dynamics. To depict the vehicle's movement and render the feeling of the speed, the perspective of the track was strongly compressed, and the street lamps’ light added depth to the landscape. The smoke from the wheels that were skidding on the asphalt gave the vivid impression that the car was drifting.
A quote from Dominic Toretto of "The Fast and the Furious": "Doesn't matter what's under the hood. The only thing that matters is who is behinds the wheel" is featured on the pack. Our team paid special attention to the layout of technical information on the packaging: it was necessary not to make the overall composition cluttered and to preserve the interesting idea and the premium appearance of products.
It should be added that when working on the packaging for the antiperspirant and shaving foam, we took into account the specific features of printing on an aluminum can and offered a special finish. The texture of the spray can is transparent, and it creates a rich texture.
The design concept unites the entire range, despite the fact that all four products are very different. The packaging fully corresponds to the premium quality of the range and
reproduces the atmosphere of the "The Fast and the Furious" franchise.
