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.
In addition to the design work, Lachlan directed the visual storytelling for Hart + Hedi's product photography and videography. Good Decisons produced the shoot on behalf of Hart + Hedi, sourcing the studio location, talent and content team. Art directing the shoot, Lachlan ensured that the visual content was in perfect harmony with the brand's aesthetic. To execute this, Good Decisions commissioned their trusted creative partners Joel & Reece from Yeah Rad, who are well-known for their ability to capture the essence of brands through stunning visuals. The collaboration resulted in photography and video content that not only showcased the products but also communicated the brand's dedication to craftsmanship and quality.
The meticulous attention to detail and creative direction of the team at Good Decisions has helped Hart + Hedi establish a strong, cohesive brand identity that resonates deeply with its audience, blending art, design, and storytelling into a truly memorable experience.
