HEMA is a very successful international retailer with more than 400 shops in The Netherlands, Belgium, Luxembourg and Germany. Much of its success is due to HEMA's strong dedication to quality design. Since 2002 Studio Kluif has worked on dozens of product lines for food, personal hygiene products and kids toys as well as many others.
HEMA salty snacks packaging, 2009
Kluif designed the entire packaging line for Hema's salty snacks. The packaging line is divided into 3 different categories- premium, basic and tortilla. We were inspired by the wooden crates that are used to transport vegetables & fruit for their authentic feeling and of course the classic childhood pastime of making potato stamps. To transpose these positive references to the packaging we stamped the typography ourselves thus achieving a genuine and homey atmosphere. Kluif sought crisp, fresh photography, and a composition that would give the feeling of lightness. The extruder line is composed of 'twistbites', 'robo rings' and 'cheese sticks' and makes use of a more illustrative graphic language which also was designed in dialogue with the photography used.
HEMA skincare packaging, 2010
HEMA markers and pencils packaging, 2010
HEMA sketchbook, 2010
HEMA footcare packaging, 2009
HEMA ‘Art & Fun’ packaging, 2007
Retailers normally use the photography which is delivered by the producer of these products for designing this type of packaging. This photography is not creative at all. Studio Kluif broke with this way of working. There was no budget for professional photography so we decided to shoot the products with our own digital camera. The imperfectness suits these creative products! The combination of photography and the use of illustration triggers your fantasy.
Merit winner European design awards, 2008
Nomination ADCN prize, 2008
HEMA haircolor kit packaging, 2009
HEMA garden & outdoor packaging, 2009
Selected for Dutch Design Awards, 2009
HEMA office supplies packaging, 2002
No grey, no silver, no dark blue, no, no, no! Office humour used on office supplies. Very recognisable! Didn’t make it to the shops! A missed opportunity in our opinion.
HEMA waffle ice cream sandwich packaging, 2008
Studio Kluif designed all the packaging for the take-away ice cream range for HEMA. The range consists of: premium ice cream (four flavours), waffle ice cream sandwich (three flavours) and children’s ice pops (two flavours). All HEMA ice creams are made from 100% natural ingredients. The sober, honest design of the premium ice cream suits the natural taste and quality. For the waffle ice cream sandwiches we used hand-drawn typography to accentuate the wholesome natural character of these products. The colours of the typography differentiate the flavours of the ice creams.
Winner ADCN prize, 2009
Finalist NY Festivals, 2009
HEMA choco-kite ice cream packaging, 2008
Winner ADCN prize, 2009
Finalist NY Festivals, 2009
HEMA premium strawberry and mango sorbet, 2007
HEMA premium vanilla ice cream and Belgian chocolate ice cream, 2007
HEMA packaging baby & mama care products, 2003
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 an added 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
HEMA restyling packaging baby care products, 2007
In 2003 Kluif designed the award winning HEMA packaging for baby care products. In 2007 we did a restyling for these products. The new design has a much softer look; the icons have padded outlines making them more cuddly and protected. The glossy white material used for the packaging was substituted by a matt violet material, velvety to the touch. The original concept is maintained: the icons on the products (duck, bear, boat, dog, giraffe, etc.) work as recognisable images that can help toddlers learn new words. It really works; Kluif children respond to the stimulation over and over again.
HEMA packaging ‘Shiny Girlz’ and ‘Space Boyz’ care products, 2005
The personal care products in the ‘Shiny Girlz’ and ‘Space Boyz’ packaging lines are intended for children between the ages of 2 and 6. The fresh design uses pixel art and has its own designed font.
HEMA ‘Miss Pretty’ packaging, 2005
The personal care products belonging to the ‘Miss Pretty’ packaging line are intended for girls between the ages of 7 and 10. The characters are based on Japanese design and have been surprisingly combined with a Mediterranean tile motif.
HEMA ‘Miss Pretty’ pattern, 2005
HEMA packaging ‘Miss Pretty’ care products, 2005
HEMA party food, 2007
Illustration for premium HEMA food products that are mainly sold around the festive season. The colourful and cheerful illustration has a festive feel to it without it focusing on a specific theme such as, for example, Christmas or Easter. The manual lines used in the illustration contributes towards the warm feeling that fits in with ‘festive’.
HEMA party food packaging, 2007
HEMA ‘Animal Club’ candy packaging, 2005
Obviously, animals are given the highest priority on the candy bags of the ‘Animal Club’. The wrapper on the bag shows the tasty sweet animal in its full glory. Every sweet animal has its peculiarities as can be read on the top of each bag. The icons of the different animals provide the feeling of a true ‘Animal Club’. The bags are very different due to the smart and fresh use of colours but together they form a unity on the shelf. Eye-catching and precocious, the different packaging options stir the imagination of both children and adults.
HEMA ‘Summerfruit’ packaging, 2003
Summerfruit is the name that includes sixty HEMA food products for which Kluif designed the packaging. The products that have been segmented based on colour vary from tea and candy to apple juice. ‘Green Punch’, for example, is composed of twenty green products while ‘Orange Sweep’ represents twenty orange products and ‘Red Twist’ twenty red ones. The philosophy behind this segmentation is that consumers like nothing better than to put presents together based on colour. Kluif implemented this colour differentiation in extreme where the manual typography emphasises the freshness and cheerfulness of the products.
HEMA packaging food products for kids, 2005
‘Pirate Food’ for tough boys and ‘Pretty Pink Food’ for princesses. Yummy!
HEMA contact lens product packaging, 2007
The white product line has a hygienic look. An abstract illustration of the iris is used in different colours, each one representing a different line of products. These colours make it easy for the client to find the right product quickly.
HEMA condom packaging, 2006
The birth of a concept: Kluif developed a packaging line for the different types of condoms carried by HEMA. The black basic colour in gloss refers to the night and eroticism while the image can be interpreted in many ways. An approaching entanglement? Swirling satin sheets? So many lovers, so many fantasies.
HEMA pantyhose line packaging, 2008
Especially for their highly fashionable pantyhose range. A simple cut-out leg literally illustrates the product in a very clear and elegant way. Designed with the ‘product is the hero’ attitude!
HEMA various products, 2000 - 2005
HEMA washing powder packaging, 2003
A distinction is made between the different categories within the HEMA clean & fresh product line by using graphic patterns. The circling pattern of the washing products refers to the spinning movement in a washing machine. The no nonsense image of the products contributes to the feeling of reliability and quality.
HEMA gift cards packaging, 2008
HEMA gift card packaging for various occasions such as love, marriage, best wishes and many more. One of the intentions of this design was to make the gift card a more personal gift hence the different envelopes and the space for a message. As the envelope is opened the gift card pops up.
HEMA packaging artist materials for adults, 2004
Manual typographic solution for a packaging line of creative adult products.
HEMA ‘Discover the world’ toy packaging line, 2006
‘Discover the world’ is a series of simple experiments to stimulate the scientific mental processes of children as from the age of 5. The clear illustrative style gives the packaging line an educational but also a playful image. The basic pattern that returns on all packaging contains the diversity of the series of products.
HEMA adhesive bandages packaging, 2008
Under the name 'First Aid' the HEMA brand adhesive bandages become yet another product belonging to the 'self care' line
