We’re excited to share a recent collaboration we loved working on: a vibrant new series of cake boxes for HEMA. HEMA’s cake assortment comes in all shapes and sizes so we designed a matching range of boxes, each tailored to a specific type of cake. But instead of presenting picture-perfect, untouched bakes, we chose a more honest and tempting approach: every cake on the box already has a slice missing. Because let’s face it, if it looks this good, who can resist?
The designs celebrate the joy of sharing and indulging, with each box featuring playful Dutch “party words” like hoera, lekker, and van harte. Look a little closer, though, and you’ll spot a twist: in every word, one letter is replaced by a subtle photo of another HEMA product. Think candles, party hats, or tableware, small details that cleverly connect the cake to HEMA’s broader party collection. The result is a cheerful, characterful packaging series that not only highlights the deliciousness of the cakes, but also brings the entire celebration range together. One slice at a time.
