Nivea to be granted “next level” look with new design agency model

The Nivea skincare brand is on the path to a contemporary new look following Beiersdorf’s appointment of the Peter Schmidt Group as its new lead agency design partner.

As the closest consumer touchpoint, product packaging will be “the centre of attention” for the new creative process.

Nivea global head of brand identity Corinna Asmus said: “Peter Schmidt Group is a great fit as strategy lead agency within our new model and we are looking forward to a strong partnership in order to manage the Nivea brand consistency and coherence around the world.

“Our goal is to own more brand properties in consumers’ minds and to increase brand equity.”

Nivea vice president of brand identity and capability Ralph Zimmerer added: “Peter Schmidt Group will support us in the ongoing development of the brand appearance and its implementation across the consumer journey.

“Together, we’ll move to a next level of contemporary Nivea design, while at the same time we keep what’s iconic, familiar and positive about the brand.”

The new Design Agency Model will also see Nivea select three to five “challenger” packaging design agencies, to work as “sparring partners” and add regional insights and category knowledge to help shape the brand’s future identity.