Sogood Design, Netherlands developed a new concept for Dutch retailer, HEMA. The new development spans through its entire food section – creating a unifying look and feel with the used of a handmade watercolor (sometimes in combination with photography) on a white background, reflecting the key values ‘natural, honest, pure, fresh, quality, and tasteful’
“The first results have been introduced to the stores. HEMA is a one-brand retail store chain for food and non-food and has branches in several European countries, like Belgium, Germany, France, and Luxemburg. In the past, every product category had a different design style, developed by as many design agencies. Now, there is one look and feel, based on the principle of ‘exceptional simplicity’, for the 400+ SKU’s of the HEMA food department.
Designed by Sogood Design, Netherlands
