HEMA.
Case.
The iconic Dutch brand HEMA was redefining itself. A fresh look for the e-commerce visuals was much needed. In collaboration with the Dutch agency Fabrique, we crafted a visual concept for HEMA that can withstand the test of time. The primary goal was to better align the visuals with the brand values and effectively showcase the product features.
Concept.
After immersing ourselves in the brand, we developed a visual concept for e-commerce that exudes the brand values in every pixel without compromising the primary function of the images: selling. The underlying theme of the concept is to portray the typical Dutch everyday life, which customers recognize and experience as genuine HEMA.
Result.
We wanted to convince HEMA to make a 360-degree switch, so we organized a test shoot to visualize our ideas. This production was very well received and gave us the green light to further develop the entire concept. HEMA is now implementing the concept and guidelines in its own in-house production, and the initial results are promising.
Tell your product story.
One of the challenges at HEMA was visualizing the many unique product features. These were previously hardly shown in images. The main 'task' of e-commerce visuals is to correctly and comprehensively inform customers about all product features and unique benefits.
Even something like a children's rain boot from HEMA has features that need to be well presented in images. Think of a sturdy anti-slip sole, a convenient loop to easily put on and take off the boots, and a robust rubber band that keeps water out.
You also want to clearly inform about the size of the boot, and we did this in the typical HEMA fun way by placing the boot on the head of a small girl.
Basic photography that only shows the boots as a set is not enough to convince your customers. Use product design information as your e-commerce visual inspiration.
Informing with GIF’s
Video is a fantastic tool in e-commerce, but it's not always budget-friendly, and often the expertise isn't available in-house. However, there are other ways to showcase product features and benefits, sometimes in a very simple manner. For HEMA, we rediscovered the use of GIFs.
They proved to be an ideal tool for products that required more explanation due to their numerous features. For example, we used GIFs for this baby sleeping bag, which has detachable sleeves.
Brand values
So much money is spent on campaign materials to communicate brand identity, but often we forget that e-commerce visuals are the visuals your target audience sees most frequently. That's why translating the brand values into e-commerce visuals is incredibly important.
The brand values and identity of HEMA are remarkably strong, and it was a joy to translate them into an e-commerce visual concept. We focused on visualizing the feeling of everyday life and using a touch of humor to showcase simple yet great products.
When you visualize these products with love, you convince the customer of their value, even if it's a garbage bag or dishwasher tablets.
“I know Ezra as specialist for e-commerce photography and broader visual creativity. In our cooperation for HEMA, she created concepts and directed shoots for a broad range of products and product context photography. She showed to have great brand sense and visual storytelling skill. Highly recommend! :)”
— Pieter Jongerius, Fabrique
