In 1925, Beiersdorf gave its Nivea Creme a bold new design: a deep blue tin with white lettering. Today, it is one of the brand's icons and is celebrating its 100th anniversary this year.
The blue cans begin their journey in Hamburg, where Beiersdorf produces the iconic packaging. From there, they are shipped all over the world and filled locally - a process that combines tradition with global reach. In 2024, more than four blue cans were sold per second worldwide - online and offline.
The recently revised design language features circular elements as a nod to the iconic can - a subtle sign of the emotional significance of the product and its presence throughout the portfolio. Beiersdorf continuously invests in sustainable packaging solutions and resource-saving production processes. One example: Since 2024, every blue can has been made from at least 80 per cent recycled aluminium - This significantly reduces the CO₂ footprint.
„The design has stood the test of time and today connects generations. Celebrating this anniversary not only means honouring a courageous decision made a hundred years ago, but also recognising the loyalty of our consumers worldwide.“
Grita Loebsack, President of Nivea and Member of the Executive Board of Beiersdorf AG
The design revolution of 1925 can be traced back to Juan Gregorio Clausen, then head of advertising at Beiersdorf. He replaced the playful yellow Art Nouveau tin with a clear, maritime-inspired design. The announcement at the time was: „The content remains the same, because it cannot be improved.“ The change was purely visual - and yet revolutionary. Blue and white, chosen for their clarity and reliability, laid the foundation for a brand identity that has endured to this day.
Source: Beiersdorf
