Since 2018, Albert Heijn – the leading retailer in the Netherlands – has used Care as its personal care brand. The brand showed potential but needed a sharper positioning and a coherent strategy across a broad product range.
As (Non!) Food By Design, we teamed up with Albert Heijn and their design agency and facilitated a dedicated Care pressure cooker. Over three intensive weeks, we developed both the brand strategy and the full range direction, bringing together all key disciplines: marketing, category management, sourcing and design. A focused, fast-paced and highly collaborative sprint to get the brand ready for the future.
The outcome: a brand with character, clarity and momentum built around the positioning “feed your body beautifully”. Care now expresses Albert Heijn’s unique superpower: the perfect symbiosis of food expertise and personal care. The brand draws inspiration from food ingredients, creating products that feel intuitive, modern and accessible.
Launched in 2025 with over 300 products, each one a gem for your bathroom, Care is a delight to see, smell and feel.
“At Food By Design, strategy, brand and process get the attention they deserve. With a creative, collaborative method that unites perspectives and shapes a brand positioning that truly stands out and fits with our overall brand values. Besides that, Marleen and Jeroen are a very good team together and a pleasure to work with.” Merel Laarman, Albert Heijn
Goal
Create brand positioning and range strategy for Care
Client
Albert Heijn