No-frills Branding & Packaging: Value-driven aesthetics pretty up the store

London – Pearlfisher’s redesign of Nivea for Men packaging avoids the premium look and, without a hint of pretence, suggests the Beiersdorf grooming products are as value-driven as ever. The new design, which retains the signature Nivea blue while using various colour-coded focal points to distinguish between sub-ranges, is ideal for the current economic climate. Significantly, the redesign speaks clearly to our new tribe of consumers, the No-Frills Affluents.

With a stricter shopping budget in mind as they cruise the supermarket aisles, this group of value-seekers is on the hunt for brands that don’t look like they’ve spent wildly on packaging and logos. These consumers would rather reap value from what’s inside than worry about what a product might look like in their shopping basket.