HEMA

Developing the future brand vision for HEMA

TERRITORY

Consumer Goods & Retail

SERVICES

Brand Positioning, Future Visions

PROJECT TEAM

James Veenhoff
Babke Hogenhuis
Frédérique Moolenbeek
Claire Bloemendaal

Challenge

Daily life is rapidly changing. Brands gain new perspectives and are looking for their purpose in this changing world. They create meaning while consumers seek leadership from brands and companies. With a growing world population clustered in and around urban spaces, emerging technological solutions, and climate change, consumers’ habits and needs are changing. What does this mean for HEMA?

Approach

Through trend research and co-creation workshops we developed a good understanding of the future and its exciting opportunities. We pushed ourselves to think beyond usual business by visiting inspirational companies. Through co-creation workshops with expert consumers in these markets, we were able to make strategic decisions and move forward. A roadmap was developed including activities to be started.

Result

The new brand strategy is grounded in the original philosophy of HEMA. HEMA has the unique and natural power to motivate, inspire, and move the ‘many’. With the new brand vision, HEMA can offer daily solutions that are better for planet and for people. And, even more important, are affordable for the many.

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