Challenge

HEMA, one of the Netherlands’ most iconic brands, had lost its clarity, charm, and relevance. The identity felt fragmented, recognition declined, and financial performance weakened. The challenge: refresh the brand without losing its essence – simplicity, affordability, and everyday Dutch design.

Once a symbol of Dutch simplicity and charm, HEMA needed to reconnect emotionally with people’s daily lives. The goal was to make HEMA écht HEMA again: clear, confident, and relevant in a fast-changing retail world.

Idea

We brought HEMA back to its essence: Bijzondere Eenvoud (Exceptional Simplicity). By placing the product at the heart of every expression, HEMA once again feels familiar yet fresh, bold, modern, and full of joy.

The new identity celebrates everyday life through simplicity and optimism: Clean layouts let products take the stage. A brighter, more inclusive palette radiates positivity. Typography balances clarity with character. Photography feels real, human, and warm.

HEMA’s signature red now serves as a pure brand marker, used only in the logo, making the brand instantly recognisable across every channel. Behind the scenes, the digital experience was rebuilt on Salesforce Commerce Cloud, creating a faster, smarter, and more personal HEMA for everyone.

Result

HEMA became Echt HEMA again – regaining its emotional connection and everyday relevance.
Now ranked #2 in brand strength and named the Most Likeable Retail Brand in the Netherlands.
Performance rose across all metrics:
+20% webshop conversion
+25% order value
+41% revenue from mobile payments
+714% campaign revenue

Meer HEMA loyalty program became one of the largest in the Netherlands, with millions of active users.

Through clarity, simplicity, and consistency, HEMA reclaimed what made it special in the first place – and reminded everyone why they loved it.