HEMA baby & mama, 2003
Winner ADCN prize 2003
Nomination Dutch design awards 2004

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.