TD Icon - HEMA

A harmonious blend of craftsmanship

When you think of the Netherlands, you think of windmills, tulips, and of course, the iconic HEMA. The brand weaves itself like a thread through Dutch society, with the red block with white letters being not just a logo, but a national symbol. In collaboration with Total Design, HEMA has not only revamped its corporate identity in recent years but also strengthened its positioning.

A history of connection

Total Design began its journey with HEMA in 2008, and since then the partnership has grown into an intertwining of understanding, love, and a shared vision of Dutch design. HEMA, founded in 1926, has won a special place in the hearts of the Dutch over the years. From the smoked sausage that has crossed counters every year since 1936 to the mission to create a better everyday life in a more beautiful world, HEMA is a brand with a deep-rooted connection to the Dutch public.

A fresh perspective for the future

With the belief that an iconic brand must constantly monitor and adapt its visual identity to the needs of today and tomorrow, HEMA decided on a repositioning in 2021. Total Design was given the honour of directing this rebranding, and the result is a modern, minimalist identity that retains HEMA’s unique character.

Branding, Visual Identity, Design

Total Design not only took on the corporate identity and logo, but also reinforced HEMA’s core values. Modern, cheerful, down-to-earth, brave, and open are now the guiding principles behind HEMA’s choice of colours, typography and branding. The red colour remains an unmistakable element, but is used sparingly, giving other colours and white more room to shine.

Accessible typography

The font, now the HurmeHEMA, is not only visually appealing but also accessible. The changes are not only aesthetic but also provide improved readability, an essential feature for a brand that wants to be accessible to all.

Photography celebrates everyday life

The images HEMA now uses reflect the brand’s core values: modern, cheerful, down-to-earth, brave, and open. They show everyday life in a dynamic and fun way, with a recognisable HEMA style.

The Lucky Bird: a new chapter in health insurance

In 2022, HEMA teamed up with Total Design to unveil the Lucky Bird campaign for health insurance. With a focus on attracting new customers and retaining existing ones, this campaign showcased HEMA’s unique approach within the insurance industry. The Lucky Bird, ‘a regular HEMA customer’, brought a dose of humor to a topic that is often taken seriously.

Renewed with love

For the scoop on the reopening of the Hilversum retail shop in 2023, we created a local activation concept. This concept acted not only as an announcement of the festive re-opening, but also as a connecting element between the renewed shop and the local community. “Renewed with love” became not just an announcement, but a promise to the neighbourhood that HEMA is an inseparable part of their local life. HEMA Hilversum was the first store to receive this magical makeover and meanwhile more shops have been rebranded like the ones in Alkmaar and Schiphol Airport.

After weeks of renovation, the store has not only received physical changes but also a renewed soul. The visual identity has not only been refreshed but also reinterpreted with boldness and innovation. HEMA’s iconic red has been used sparingly, while a contemporary colour palette has been introduced, based on modern values.

A new HEMA typography has been introduced, focusing on accessibility and readability. Photography has been updated to capture everyday life with a sunny look. Icons and design elements have been revised for recognisability. The white, textured logo forms the core of HEMA’s new visual identity.

The synergy between HEMA and Total Design goes beyond design; it includes constructing a story, establishing a relationship, and influencing a heritage. HEMA and Total Design, side by side, continue their course on the path of creative synergy. We look forward to continuing this close collaboration of craftsmanship with love.

Source: own work and www.hema.nl