We created the "Beschuitbus" as a submission to Hema's annual design contest, which welcomes design students and young designers to create a product suitable for their kitchen department. Hema is a well-known department store in the Netherlands, recognized for their affordable yet fun and colorful designs and products that cater to everyday needs.
Our approach was to merge Hema's core values with our own design principles, which prioritize clean, simple, and functional designs. To achieve this, we brainstormed typical Dutch products, food, and wordplay, which led us to focus on "beschuit," a round, crispy Dutch breakfast cracker. The word "bus" in Dutch means both bus as in the vehicle as in a container for food.
With this inspiration, we designed a container that is both practical and playful, perfectly aligned with Hema's identity. The Beschuitbus is designed horizontally, allowing easy access to the crackers, and its flat nose facilitates efficient shelf storage. Additionally, elastic bands on the wheels maintain an airtight seal, keeping the crackers fresh for longer.
Since Hema didn't take our design in production we are thrilled to explore potential collaborations with other brands, stores, or producers to bring the Beschuitbus to life.