Siddhartha Mistry

Nivea | Packaging for the Visually Impaired

The biggest and most important aspects of the packaging is that it should be inclusive; In this case, for the visually impaired. Extensive touch features would be major factors to help identify the contents housed within the package, whether it be symbols, grooves or textures. The packaging also requires accessible options enabling an ease of access, but not too accessible that children or infants would easily be able to gain access. The adaptable visuals would assist with those with mild to moderate visual impairment to act as visual signifiers that are much easier to identify. It also would not hurt to have a sustainable aspect thrown in as well.The packaging embraces the value and importance around touch. The unique texturing of the bottle gives it a distinct feel from its competitors and includes an embossed icon system to identify and help distinguish each individual lotion within the line. The embossed product information is displayed on the face panel alongside a raised Nivea brandmark written in both English and braille.The bottle is constructed from a recyclable and backyard compostable “paper” substrate sourced from the paperwaterbottle company composed of two outer pulp shells and a thin inner barrier. The pulp shells are built from compressed bamboo and sugar cane pulp creating a paper-like material. The thin inner lining is comprised of organic materials that are designed to attract microbial activity to weaken and break down plastics in landfills. Not only is the bottle itself decomposable, it also assists in the decomposing of surrounding plastic material in landfills.

“253 million people worldwide are visually impaired; 36 million of which are blind and 217 million have moderate to severe visual impairment. With such a large population being part of this category, design should be more inclusive and universal to support their needs. This packaging concept for Nivea’s line of body lotion –verses their current design– incorporates aspects to create a universal design to include those who are visually impaired. Nivea’s most outlined brand guidelines are “Nivea cares” and that they “value the importance and power of touch”. Since both parties prioritize the same values, it was only fitting to embrace the potential for them both. ”