Albert Heijn has revamped the Care brand, its line of personal care products, which Brand Potential Benelux is now developing. The brand launched five years ago and gained popularity thanks to its excellent value for money. Now it faces a new challenge: moving beyond the image of a purely affordable product to add more comfort, softness, and sophistication.
The essence of the refresh boils down to a simple idea: good care doesn’t have to be expensive. The design team didn’t just update the packaging; they transformed the entire brand image, including its mood and perception. Care is now positioned as a brand that makes daily care more enjoyable and adds a touch of aesthetics to everyday routines.
A clean, serif font in green has replaced the previous handwritten lettering on the logo. This helps the brand convey a sense of naturalness and freshness. The bottles have also changed. They now feature rounded shapes and a surface that feels pleasant to the touch, making Care products look more cohesive and polished.
Within the overall system, we maintained distinctions between individual categories. The line of hand care products with natural ingredients is designed in soft pastel tones. Separate work was done on how the brand is perceived at home. Care is designed so that the packaging fits well into the interior and brings a pleasant experience in daily use. For youth-oriented lines, the design was made brighter and more contrasted, while for products with active ingredients, the main focus shifted to a specific ingredient.
The Care redesign demonstrates Albert Heijn’s ambition to elevate the brand and position it as a full-fledged choice rather than a budget alternative to well-known brands. It presents itself as a well-thought-out brand that combines affordability with the taste and comfort of everyday care.