HEMA is a very successful international retailer with more than 400 shops in The Netherlands, Belgium, Luxembourg and Germany. Much of its success is due to HEMA's strong dedication to quality design. Since 2002 Studio Kluif has worked on dozens of product lines for food, personal hygiene products and kids toys as well as many others.

HEMA ‘Art & Fun’ packaging, 2007

Retailers normally use the photography which is delivered by the producer of these products for designing this type of packaging. This photography is not creative at all. Studio Kluif broke with this way of working. There was no budget for professional photography so we decided to shoot the products with our own digital camera. The imperfectness suits these creative products! The combination of photography and the use of illustration triggers your fantasy.

Merit winner European design awards, 2008

Nomination ADCN prize, 2008