Creative Agency: SOGOOD
Creative Director: Rob Verhaart
Project Type: Commercial work
Client: HEMA
Location: the Netherlands

HEMA is a Dutch private-brand retail store chain for food and non-food with more than 650 branches in Europe including The Netherlands, Belgium, Germany, France, Spain and Luxemburg. Established in 1926, HEMA has always solely carried its own uniquely branded products.

The hand-drawn watercolours (here in combination with photography) on a white background reflect HEMA’s key values: natural, honest, pure, fresh, quality, and delicious. In addition, the humour and whimsical aspects incorporated in the designs are supposed to elicit an optimistic, happy mood and a heightened sense of enjoyment.