Fresh sheets. Heritage branding.

Harriet might be a new brand, but it came with heritage built in. Its founders had worked behind the scenes of some of the category’s most sought-after brands, giving them an intimate understanding of how great bedding is made.

In a market shaped by legacy players like Sheridan and Abode Living, COVID changed the game. Home wasn’t just a place of calm respite, but full of the chaos and energy of working, schooling, exercising, and more. A wave of digitally native, design-forward startups redefined how Australians shop for their homes. They were bold, expressive, and community-driven.

The challenge

Our challenge was to bridge the divide between the bold, contemporary expressiveness of the new wave, and the subtle, deep-rooted history of the old guard. And whatever we built needed to live luxuriously both on e-commerce, and in their brick & mortar store on High Street, Armadale.

This question guided our visual identity for the brand’s launch: What is the modern version of a heritage brand?

Harriet might be a new brand, but it came with heritage built in. Its founders had worked behind the scenes of some of the category’s most sought-after brands, giving them an intimate understanding of how great bedding is made.

In a market shaped by legacy players like Sheridan and Abode Living, COVID changed the game. Home wasn’t just a place of calm respite, but full of the chaos and energy of working, schooling, exercising, and more. A wave of digitally native, design-forward startups redefined how Australians shop for their homes. They were bold, expressive, and community-driven.

The challenge

Our challenge was to bridge the divide between the bold, contemporary expressiveness of the new wave, and the subtle, deep-rooted history of the old guard. And whatever we built needed to live luxuriously both on e-commerce, and in their brick & mortar store on High Street, Armadale.

This question guided our visual identity for the brand’s launch: What is the modern version of a heritage brand?

Building a visual language.

The wordmark reflects this central tension between boldness and restraint. Its condensed proportions project solidity and confidence. Exaggerated serifs and subtle idiosyncrasies, like the distinctive kicks on the ‘R’s, reference traditional, hand-carved typography.

Oil painted motifs bring texture into unexpected places, like swing tags. They feel classical in medium but loose and expressive in their texture. A pared back colour palette signals experience and trust, while art direction incorporates modern layouts, bold cropping and lifestyle-led imagery to ensure relevance in a digital environment.

Now brought to life in their Armadale store, this visual language explores an interesting paradox. How do you make a brand that feels fresh, but like it’s always existed? The design process was an exercise in distillation, and what’s left is a compelling essence.

Fresh sheets. Heritage branding.

Fresh sheets. Heritage branding.

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