HEMAis one of The Netherlands most well-known brands and lives in the heart ofevery Dutch. For the uninitiated one can say that HEMA is a mix between Marksand Spencer and IKEA. They offer everything from a hammer to a pair of jeans aswell as sports gear to a garden chair, all under the same roof. Planeta hasbeen given the task, as the first non-Dutch design agency, to redesign theirpackaging in various ranges.
 
Challenge:To communicate the brand as low price yet with high quality on theinternational market. And to take an already established brand into theinternational market with out interfering with their high recognition on thenational market. Also to make the products speak for themselves since there areno sales persons on the floor or changing cabinets in the stores.
 
Insight:A more evident communication is needed to transfer something that is obvious inThe Netherlands but unheard of on other markets.