Luxury branding & bespoke packaging

Good Decisions, led by Creative Director Lachlan Bruce, was entrusted with the creation of the brand identity and packaging for Hart + Hedi, an Inner West startup founded by perfumer & fashion designer Juliette Fournier and Richard Adamson, co-founder of Newtown brewery, Young Henrys.

Lachlan's task was comprehensive, involving the creation of a distinctive brand identity and custom packaging that would encapsulate the essence of Hart + Hedi. Lachlan worked closely with illustrator Glenno Smith to produce bespoke illustrations for each fragrance, capturing the narrative and personality of each scent. Lachlan then transformed these illustrations into intricate, wallpaper-inspired repeat patterns, carefully coloured to complement the respective fragrance. These patterns were integrated into the packaging, adding an element of surprise and discovery as customers unveil the product.