HEMA

The challenge

HEMA wanted to refresh its food photography while staying true to the brand's iconic simplicity. The objective was to create a more contemporary and appetite-driven visual style that felt bold and vibrant, while remaining instantly recognisable as HEMA. The new direction also needed to translate seamlessly across in-store communications.

The result

A refreshed visual identity for HEMA's food range, balancing bright imagery, punchy lighting, and playful styling with the brand's signature simplicity. The photography was complemented by a complete suite of in-store menu assets, creating a consistent visual language across every customer touchpoint. The result is a fresh, modern identity that feels unmistakably HEMA while appealing to a broader audience.

You can read my thoughts on the project here:
https://marketingreport.one/creation/interview-ines-bernardo-creative-director-scrambled.html