HEMA – Distinctive design for every day

“Your brand is what people say about you when you are not in the room.”

Jeff Bezos

HEMA is a Dutch chain of department stores with nearly 800 stores across Europe. Much of its success is due to the company’s strong dedication to quality design. HEMA is characterized by its range of products for daily use that are tailor made for them. Clothing, food, daily care, interior, you can go to HEMA for all your daily necessities. Since 2002 Studio Kluif has worked on dozens of product lines for food, personal hygiene products and kids toys as well as many others.

During 2023 Studio Kluif worked on the HEMA touchpoints project. These touchpoints refer to moments that customers come into contact with HEMA. Think of the truck fleet, the webshop shipping boxes, the restaurant take-away packaging, the shopping bags, etc. For the HEMA touchpoints, Studio Kluif has developed a concept in which their products play an important role. HEMA is a variety store that helps you with all your daily activities. At the start of your day, on the road, while cooking and eating, while sleeping, in short, always and everywhere. Around the clock.

The HEMA touchpoint image concept shows this by complimenting words that convey those activities with a product image. An image that is literally or indirectly related to the activity. Together they form a whole and tell a story.

The visual concept of the touchpoints communicates HEMA’s rich product portfolio in a surprising way. The concept makes it clear that you can go to HEMA for almost any product. Mission accomplished!