PROJECT DESCRIPTION (short)
A full repositioning of Care, Albert Heijn’s exclusive personal care brand, to compete with A-brands by transforming a price-led private label into an ‘affordable luxury’ experience, rooted in food expertise.

PROJECT DESCRIPTION
Care is Albert Heijn’s exclusive personal care brand. Launched in 2018 as an affordable alternative to A-brands, it was repositioned to strengthen perceived quality and brand experience, transforming Care from a price-led private label into a distinctive “affordable luxury” brand.

The new platform builds on Albert Heijn’s heritage in food and nutrition. The belief—what you feed your body influences how you feel and what you radiate—became the brand promise ‘Feed your body beautifully’, expressed through food-related ingredients and a sensorial identity system.

The brand was rebuilt holistically: positioning, verbal identity, visual identity and packaging architecture were developed as one connected experience. A proprietary, organic form language for bottles, caps and pumps creates immediate recognition across a broad range, supported by consistent anchors such as logo, typography and brand color.

With a large portfolio, the key challenge was balancing consistency with variety across fragrance and product families. Differentiation is driven by product composition: the more “food” is present, the richer and more layered the design becomes. Functional lines remain restrained (with bold color coding for vitamins/minerals/supplements), hand care uses soft color and handcrafted brush illustrations, complex fragrance lines use collage, and hair care highlights key ingredients—scaled up through bolder color and typography for a younger audience.