Design space: Nivea unifies packaging Product: Nivea bottle Design: Fuseproject Territory: Worldwide The skincare market is highly competitive, with a constant stream of new products, including those made by German company Beiersdorf under its flagship brand, Nivea. Many of the brand's 1,600 products have different styles of packaging and graphics, making it difficult for loyal Nivea shoppers to spot them on a crowded shelf. Beiersdorf asked Fuseproject, the San Francisco design firm, to create a unified look for Nivea that would make it easier to recognise. One of the first products to carry the design is Nivea body lotion, which was formerly in an asymmetric bottle with a lot of wording and imagery on its front. The new bottle is symmetrical and has broad shoulders, to give it more shelf presence. It sports the redesigned logo, which keeps the look of the well-known round blue tin of Nivea cream. An embossed gloss version also appears on the lid, which is slightly angled so that it can be seen by shoppers even when on a high shelf. Most of the text has been moved to the back of the bottle. Independent research shows it takes shoppers less than three seconds to find a redesigned Nivea product among those of rivals - 20 per cent quicker than before the redesign.