HEMA food packaging
This design is developed for the 400+ SKU’s of the HEMA food department.
HEMA is a Dutch private-brand retail store chain for food and non-food with more than 650 branches in different European countries, including The Netherlands, Belgium, Germany, France, and Luxemburg. Established in 1926, HEMA has always solely carried its own uniquely branded products. In the past, every product category had a different design style. Now, there is one look and feel, based on HEMA’s principle of ‘exceptional simplicity’.
The hand-drawn watercolors (sometimes in combination with photography) on a white background reflect HEMA’s key values: natural, honest, pure, fresh, quality, and delicious. In addition, the humor and whimsical aspects incorporated in the designs are supposed to elicit an optimistic, happy mood and a heightened sense of enjoyment.