Bright, cheerful and unmistakably HEMA
HEMA’s PaperFoam® egg boxes for Easter treats
For HEMA’s annual Easter campaign, we helped develop a playful packaging concept for their signature chocolate eggs. The goal: create a recognizable, sustainable alternative to plastic that feels just as festive. The result is a series of vibrant, custom-molded egg boxes made from PaperFoam®: light, tactile and fully compostable.
A colorful companion to the ‘pick-and-mix’ ritual
In the Netherlands, HEMA’s pick-and-mix chocolate eggs have become an Easter tradition. With dozens of flavors to choose from, customers can build their own colorful selection. The packaging had to support that joyful experience. We created a range of bright PaperFoam® boxes – in pink, yellow, green and more – that feel fun, functional and unmistakably seasonal.
Designed to be sturdy and reusable, these boxes invite people to interact. They’re instantly recognizable on the shelves and make the eggs feel like a personalized gift. It’s packaging that adds to the celebration, not just the shelf life.
Cheerful design with a conscious heart
Behind the playful colors lies a clever structure. The interior is shaped to hold chocolate eggs securely in place, whether the box holds six, ten or even twenty-four pieces. The click-closure is built into the form and requires no extra material or glue.
And of course, the material matters. PaperFoam® is made from bio-based ingredients, produced with minimal energy, and is industrially compostable. So while the packaging might be fun and colorful, its footprint remains small.
Bright, bold and better for the planet
With these easter egg boxes, HEMA shows that sustainable design can still feel cheerful and accessible. The packaging elevates the product, enhances the brand experience and reduces waste, all in one simple design. That’s what happens when functionality meets a sense of fun.
