HEMA’s table wines used the photography of German
photographer Karl Blossfeldt (1865-1932). Blossfeldt liked to photograph extreme
close-ups of flowers and plants, thus creating fascinating abstract structures.
The close-ups of wine tendrils reflect the organic beauty and the authenticity
Koeweiden Postma used for the wine packaging. The images offer the opportunity
for the package to appeal to wine lovers, without relapsing into the classic
and generic imagery for wine labels. For each type of wine (white, rosé and
red) different, carefully considered images were chosen from the oeuvre of
Blossfeldt. The typography used is KeystoneState.