HEMA baby & mama, 2007
Winner ADCN prize 2003
Nomination Dutch design awards 2004

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.