Care by Albert heijn

DESIGN BY Brand Potential Benelux (Amsterdam, The Netherlands)

PROJECT NAME AH Care (Albert Heijn Care)

CLIENT Albert Heijn (Zaandam, The Netherlands) Albert Heijn is the largest and most well-known supermarket retailer in the Netherlands, with a history dating back to 1887. Today, it is part of Ahold Delhaize, an international grocery retail group with operations across Europe and the United States.

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, covering skin, hair, oral and intimate care. Introduced in 2018 as an affordable alternative to A-brands, it was repositioned to elevate the brand experience and perceived quality—rebuilding Care into a coherent, sensorial “affordable luxury” range.

The new positioning draws on Albert Heijn’s expertise in food and nutrition. The central idea—what you feed your body influences how you feel and what you radiate—became the promise ‘Feed your body beautifully’, translated into a food-inspired ingredient story and a holistic identity.

Packaging was designed as a system. An organic, proprietary form language for bottles, caps and pumps delivers strong shelf recognition and a tactile signature across the range, while consistent brand anchors (logo, typography and brand color) keep the portfolio unified and easy to shop.

Variation is driven by product composition: the more “food” is present, the more layered the design becomes. This allows functional lines to remain clean and restrained, gives single-ingredient hand care a softer, handcrafted feel, uses collage for complex fragrance families, and spotlights key ingredients across hair care—amplified with high-contrast color and bold typography for a younger audience.

RELATED LINKS https://www.brandpotential.com https://www.ah.nl/producten/merk/care https://nieuws.ah.nl/albert-heijn-lanceert-vernieuwde-exclusieve-verzorgingslijn-care-met-ruim-300-producten/

CREDITS Creative direction: Tahir Idouri Design team: Tahir Idouri, Léonie van Dorssen, Lennaert van ’t Loo, Wouter Stroo, Quinten Guichelaar Account direction: Gordana Visser, Kelly Jansen Client team: Joyce Bierman, Reinout Woortman, Kim Hogenbirk, Marlieke Evers, Merel Laarman Illustrator: Anook Cléonne Images: FroQ Brandservices, Packshot Creators