NIVEA GIFT BOX DESIGN

This is the packaging for the gift box of Nivea tiger grass men skin care series. Via innovative pattern selection and structure design, it effectively breaks through serious homogeneity of packaging for men’s skin care products in the market, and overturns traditional superficial stereotype of men’s skin care.

Considering the product positioning as a special gift box for Chinese year of the tiger, the main pattern of the packaging is the tiger head on the side of the front, which is presented in the form of cartoon. Such a design depicts the tameless and mighty image of tigers to showcase masculinity of modern men. The green camouflage pattern designed based on elements including Centella Asiatica (a ingredient of the product), mystery and Generation Z surrounds the tiger head and cover the whole front as well as back, thereby conveying the product features through a trendy visual expression. With the green pattern in a sharp contrast to the color and painting style (figurative art vs. Abstract art) of the tiger head, a picture of a tiger occupying the deep woods is well reproduced to evoke the requirements of men in Generation Z on high-quality and deep skin care via a strong visual impact filled with a sense of drama, contributing to arousing spiritual resonance. Besides, the structure design of the drawing-out waist seal introduces montage to packaging design. As the waist seal is drawn out, the tiger head slowly appears, which vividly shows a scene of tigers emerging in the depth of woods. In this way, the process of product display or use becomes more mysterious, dramatic and interesting, enhancing user experience.

The packaging utilizes the innovative design language to coordinate the pattern and structure, and breaks through two-dimensional contents through a movie-like dynamic visual effect. It eliminates consumption guide when harmoniously establishing a brand image, and conveys a concept of delicate and deep skin care, playing a positive role in arousing men’s awareness of skin care in Generation Z.