HEMA Summer inflatables

Range of packagings for Dutch retailer HEMA containing summer water inflatables. The design shows the products floating in ‘mini swimming pools’ which really fit the category and the moment to enjoy these range of products.

HEMA’s overall ambition is to stop putting plastic products into plastic packaging. For that reason carton boxes were being chosen to package and protect the products inside. The change in packaging material led to the idea of presenting the boxes as mini swimming pools and deliver a packaging range full of fun, clarity and summer momentum instore. For HEMA the quirky and bold design approach is a good example of how to bring design impact and emotion inside this philosophy.

If Dutch retailer HEMA is famous for it’s essential and recognizable design, this range of summer inflatables couldn’t be more on brand. With it's neutral approach it sure kisses the holy grail of stripped down design HEMA is well known for. The magic however is in the contagious big idea of presenting a range of summer products looking like they have been dropped into mini swimming pool packagings. Even a steel swimming pool step which leads into the pool is included on the front and proves that god is in the details. The result is spot on and couldn’t have been more refreshing, happy, summery and inviting to take a plunge. All toys have been designed exclusively inside HEMA and represent the retailers most famous icons like HEMA’s smoked sausage, Takkie the Dog, tompouce pastry and summer icecreams.

Deliver a packaging design for HEMA water inflatables. Make the design attractive and fun for everyone who is enjoying summer. Material: Carton. Colour: Full Colour. Mandatory elements: Needs to fit HEMA's Packaging Umbrella system using the red HEMA logo and the use of product copy in 5 languages (NL, FR, EN, DU, ES).

Jury Feedback

DESIGN – PACKAGING & PRODUCT / BRONZE

Within the given frameworks and with the limited possibilities, they manage to implement an innovative style that is modern and playful, without losing sight of the brand story. As with most things Hema - what you see is what you get - straight forward, simple but still highly attractive: it highlights the product inside in the best way, shows its function and at the same time it takes you straight to your favourite holiday spot - poolside. It’s inviting, fresh, playful. Fits perfect to the products inside. It brings them alive. These packs bring you in a positive summer vibe. Well within the branding, simple yet effective design, hits all the points of good package design. Based on it’s an iconic design. Fresh and inspiring for these simple but playful products. It brings a smile on your face. That makes it very attractive to buy it.

It reminds us that innovation can provide great solutions in the most minimalistic and smallest details. The minimalist house style with a humorous touch has been magnified in a subtle way; recognisable but innovative. Packaging for something this iconic (the product inside is truly iconic) can be super simple but at the same time ‘Apple-esque' in its execution - making what is inside the hero. Executed with nice slick details. It’s an original approach to show the product in the surrounding of usage. Product is the hero in this concept. Multi language is often a disturbance in design and in this design it’s solved perfectly. All eyes on the swimming pool. Strong simple and funny concept. Lot of humour on it. It’s an ownable pack that fits the brand Hema perfectly. Well extended communication ideas, matching with the design. So simple and clever that you wonder why it hasn't been done before.

The aforementioned details and small innovative solutions to apply more depth in the artworks, and the way in which the current brand identity has been retained with minimalist upgrades. The product inside the packaging is so iconic the outer is a great idea but the sausage and the 'tompoes’ on it make it award winning in the end. Stand-out work for the category, fits to the brief. Enjoy the summer and all the restriction of the brand as well. Design stands out with comparing products.