For the new Limited Edition of NIVEA, the branding agency JUSTBLUE.DESIGN teamed up with illustrator Ayumi TAKAHASHI c/o 2AGENTEN to create a design that goes beyond decorative styling. The colorful illustrations perfectly capture lightness, joy, and naturalness — values that have always defined the brand.
“For this year’s Limited Edition of NIVEA, we developed something special together with Ayumi Takahashi: a design that not only makes the NIVEA products more beautiful but also more meaningful. Based on NIVEA’s new design architecture, Ayumi created illustrations that visually express lightness, joy, and naturalness. Our task? To conceptually and strategically guide this vision and translate it onto the packaging — from the first sketch to the final line. This turns packaging design into design storytelling, and a good collaboration into a real highlight in the bathroom.” Justblue Design
The illustrator, who lives in Kyoto and works internationally, brings her own unique signature to the project: “Through my work, I capture moments of everyday beauty with bold colors, forms, and patterns,” she explains. Born in China, raised in Japan, and now living across multiple continents, Ayumi’s work reflects her cosmopolitan lifestyle — full of cultural references and visual openness.
