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Albert Heijn
SENIOR VISUAL DESIGNER
Albert Heijn is the Netherlands' largest supermarket chain,
with over 1,000 stores nationwide and a leading position in
Dutch retail.
Brief
I as working as a senior visual designer. Albert Heijn is located in Zaandam near Amsterdam.Albert Heijn never had a proper design studio. So I was chosen together with anoterh designer, 2 artworkers and an account manager to set up this studio.Meaning, also more freedom to really design for AH and work out conceptual ideas.
Key Projects & Responsibilities:
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In-Store Communications: Designed promotional price cards and store displays, including a custom wine display with a hanging price card rolled out across nationwide branches.
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Digital Media: Developed high-impact web banners optimised for the main Albert Heijn website.
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Publications & DTP: Executed precise desktop publishing layouts for internal magazines and product registers.
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Illustration & Concepts: Created original artwork for corporate Christmas postcards and advised on innovative, future-proof in-store display formats.
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Internal Branding: Designed a tailored farewell book and unique guestbook concepts for corporate events.
Solution
In collaboration with another graphic designer, I codeveloped a new display concept for Albert Heijn's iconic BONUS umbrella brand.
Our core objective was to maximise store-floor visibility and ensure the display stood out immediately to shoppers. We pitched a bold, fully monochromatic concept: an all-orange display. Orange is not only the signature colour of the BONUS brand, but it also carries immense cultural significance within Dutch national heritag,
deeply tied to major national festivities like King's Day and the royal House of Orange-Nassau (Van Oranje). By leaning into this cultural resonance, we created a high-impact, emotionally engaging retail activation that felt instantly familiar yet strikingly unmissable.
I developed a creative concept to bring an artistic perspective to Albert Heijn’s supermarket displays.
By arranging product segments like fresh produce into vibrant, colourful compositions against the store's iconic blue background,
I created a visual style inspired by classical still life photography.
This high-end approach reimagined daily grocery items as premium, eye-catching visual assets on the shop floor.
Working from a completely open brief, I designed a cheerful B2B Christmas card and matching digital assets. I created an original, hand-drawn illustration using a combination of ecoline ink and markers. After scanning the artwork, I utilised Adobe Photoshop and InDesign for post-production and layout design. The final festive illustration was successfully rolled out across both print and digital touchpoints, including a promotional banner for their website.
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