Client: Hema Design Partner: Koeweiden Postma Hema is the most popular retail chain in the Netherlands. The private label store with 329 shops is loved for its well designed products for daily use at an affordable price. Hema makes ordinary things special and defines its brand essence as ‘special simplicity’. One conspicuous element of HEMA’s new visual identity is the colourful style of photography that was developed in cooperation with advertising agency Doom & Dickson.

The style is derived from spontaneous and colourful lomography. The new logo comes in 13 different colours too, adding the flexibility of its use. The most influencial intervention however, was the simplification and unification of the overall grid. The grid unifies the message sent across all communication elements, from in-store visuals and pricing, brochures and advertising to front signing, fleet communication and the website. All together HEMA is at the cutting-edge of the time again.