Branding and Psychology of Handwriting: The New NIVEA Care Type

The script typeface „NIVEA Care Type“ takes up the handwriting tradition of the century-old NIVEA tin and leads it to the modern world. Its role is make the aura of the “NIVEA Woman” persona omnipresent on the packaging and in the marketing of the brand. The stylistic characteristics of Care Type were developed using methods from the psychology of handwriting. First applications on packages were made as letterings and evaluated for several months by associated companies. As a result, NIVEA Care Type Latin and Cyrillic was created. The typeface will be introduced successively on products of the NIVEA brand.