Juliasys Studio was commissioned by Beiersdorf AG to develop a digital handwriting style for their NIVEA brand. The new “NIVEA Care Type” is seen as the imaginary handwriting of the NIVEA persona, the “NIVEA Woman”. Care Type has the function to subtly integrate the NIVEA Woman personality in the look and feel of the brand. The two typefaces NIVEA Care Type Latin and NIVEA Care Type Cyrillic are continuously implemented internationally on product packaging, especially for new product lines.
Together, the Latin and the Cyrillic Care Type contain over 4000 glyphs, among them about 2500 ligatures, with coding for automatic contextual substitution. Amounts like these are a necessity to convincingly simulate a natural handwriting style in all its variations as a digital font.
Besides ligatures that are automatically inserted there are optional alternate glyphs for the word beginnings and endings (top).
For most characters there are at least four variants depending on their position in a word and in a line of text (below).
Care Type is in use in most European languages.
Care Type is actively used in languages with Cyrillic alphabets. Localised forms support regionally differing Cyrillic writing traditions.
“Essentials” – one of the successful new product lines with Care Type on the masthead.
Read the fascinating background story about NIVEA Care Type at alphabettes.org.