A new look for HEMA

Thanks in part to a new brand identity and communication style, HEMA is still the most popular brand in the Netherlands.

  • Brand Identity
  • Communication style

Really HEMA

HEMA is from origin a Dutch chain of department stores with nearly 800 branches in 9 countries. The product range is produced almost entirely specially for HEMA. The everyday products are known for their quality, great design and affordable price.

Simply special

Ultimately, a completely new visual identity was developed, including the logo. The old logo was too static and couldn’t be used flexibly. By allowing more colours, the corporate logo has become much more of a communications label, and closer to the customer. Another benefit of this was that no extra printing was required for packaging: the logo can now simply be coloured. This instantly delivered huge savings.

From static logo to flexible label

Ultimately, a completely new visual identity was developed, including the logo. The old logo was too static and couldn’t be used flexibly. By allowing more colours, the corporate logo has become much more of a communications label, and closer to the customer. Another benefit of this was that no extra printing was required for packaging: the logo can now simply be coloured. This instantly delivered huge savings.

More colourful and cost-effective

With this new visual identity, HEMA has taken a big step forward: more modern, more distinctive, more colourful. The various different touchpoints now reinforce one another far more than previously, without internal or external agencies being limited creatively. On the contrary, the new HEMA brand identity encourages ongoing innovation.

We are now more HEMA than we were before

— Rene Repko, former CMO Hema

awards

Several prizes have been won for the rebranding - three ADCN Awards and a Dutch Design Award.

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