In 2003 Kluif designed the award winning HEMA packaging for baby care products.
For each of the 40 products Kluif developed an icon that seeks interaction with the baby/toddler. In short: packaging as the first ‘primer’. The white base color refers to purity and innocence. White is also in harmony with every baby’s bedroom. As a bonus Kluif does away with the old-fashioned difference between colors for boys and girls, that is, blue and pink, by going for white.
Winner ADCN prize 2003
Nomination Dutch design awards 2004