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HEMA Studio Kluiff The Dieline

Sometimes Private Brands Are Just Cool!

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The package designers among my readers are no doubt familiar with the package design blog The Dieline, I have featured them here on many occasions, and the following is great commentary on Private Brand design for the Dutch department store chain Hema:

3 things I like about the Hema art-supplies packaging (above) designed this year by Studio Kluif, below.

  1. In each case, the product contained within was used to illustrate the outside.  An obvious idea, perhaps, but seldom attempted and seldom done with such aplomb. Using the product, itself, to communicate its own use, is a good, ethical move. Like putting your money where your mouth is. So to speak.
  2. And speaking of mouths, the two boxes above are another example of the “open mouth” packaging window trend, although in this case, we’re not talking food packaging.
  3. Multicolored products naturally lend themselves to rainbow arrays. There is about colors, organized according to spectral order, that appeals to both sides of the brain. I think.
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Categories
Studio Kluiff

Private Brand Chips Crunch in The Netherlands

\"\"The Netherlands based design unit Studio Kluif designed the entire packaging line for Hema\’s salty snacks. 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.

The packaging line is divided into 3 different categories- premium, basic and tortilla. We were inspired by the wooden crates that are used to transport vegetables & fruit for their authentic feeling and of course the classic childhood pastime of making potato stamps. To transpose these positive references to the packaging we stamped the typography ourselves thus achieving a genuine and homey atmosphere. Kluif sought crisp, fresh photography, and a composition that would give the feeling of lightness. The extruder line is composed of \’twistbites\’, \’robo rings\’ and \’cheese sticks\’ and makes use of a more illustrative graphic language which also was designed in dialogue with the photography used.

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Categories
HEMA Netherlands Studio Kluiff

Private Brand Shine in the Netherlands.

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Take a look at this intriguing and playful Private Brand work from the ten-person Netherlands based agency Studio Kluif for HEMA.

HEMA is a 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 Private Brand product lines for food, personal hygiene products and kids toys as well as many others.

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