HEMA is a Dutch small box mass retailer of everything from food to clothes and they are 100% private brand. Think Target meets Ikea. They operate more than 650 branches in Europe including The Netherlands, Belgium, Germany, France, Spain and Luxemburg. Established in 1926, HEMA has always solely carried private brand products.
The hand-drawn watercolors (here in combination with photography) on a white background reflect HEMA’s key values: natural, honest, pure, fresh, quality, and delicious. In addition, the humor and whimsical aspects incorporated in the designs are supposed to elicit an optimistic, happy mood and a heightened sense of enjoyment.