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InspirationGraphic Design

Dream-like gouache paintings of bedrooms feature in an identity for a luxury pillow brand

A new identity by Glasfurd & Walker for a luxury pillow brand includes paintings by Milan-based illustrator Clara Rubin that represent imaginative bedroom spaces to inspire "deep rejuvenating sleep".

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Hand holding a rolled pink pillow box with an illustrated bedroom scene against a bright pink background, alongside a white business card printed with the Henrie branding

The inspiring work is for Henrie, a new brand that inspires people to "indulge" in restorative sleep by creating customisable pillows for everyone, so we can "wake up as the best version of ourselves". It appointed Vancouver-based design agency Glasfurd & Walker to create its identity and packaging and to help it stand out in a sleep category that can often look like it's in the tech space. "Fresh, unexpected, and luxurious" is how the studio describes its visual language, which centres around an elegant wordmark, calming photography and paintings representing "dream-like views" of the bedroom.

Glasfurd & Walker commissioned Milan-based artist and illustrator Clara Rubin to depict three imaginative bedroom spaces in vivid colours and interesting scapes. One overlooks some mountains at sunset, another is by the sea, and a third gives us a view of an Italian village. All are typical of Clara's style, who works mainly with gouache on paper and is inspired by her childhood. As she explains in an earlier interview with Creative Boom: "Being Italian, I like to bring my influence, background and heritage to each piece of work alongside my emotions. I feel most inspired when a subject is close to me, and I have a connection and bond. Places like where I used to visit in my childhood hold fond memories for me and inspire my work."

Henrie branding featuring an open window overlooking a sunset landscape, colourful vertical stripes, and clothing on a rail, with the word henrie in white typography
Henrie luxury pillow brand packaging featuring Clara Rubin's colourful gouache bedroom illustrations and a drawstring pouch against a bright pink background

There are hints of Paula Lawrie, Dike Blair, Lois Dodd and David Hockney, given the vibrant colours Clara uses in these illustrations. These hues are woven throughout the identity's colour palette and all brand touchpoints, including a beautiful shipping box that reveals the custom artwork.

For the accompanying photography, Glasfurd & Walker art-directed photographer Ian Lanterman. He shot a series of images to showcase the Henrie pillow in various moments of luxury and comfort. These photographs feature throughout the packaging, via Henrie's website and broader marketing lateral.

Finally, each pillow comes packaged in a custom-designed dust bag to store any excess pillow filling. With custom lilac piping, woven labels, and pretty packaging, Henrie's pillow feels modern and dreamy – nothing like anything we've yet seen on the market.

Colourful gouache painting of a bright turquoise bedroom with a magenta and blue bed, wooden herringbone floor and open doors overlooking an Italian villa with terracotta roof
Clara Rubin's gouache painting of a dreamy bedroom with a teal bed, beige furniture and blue wall overlooking a scenic landscape
Person lying on a white pillow with legs up against a minimalist white wall featuring a black fireplace insert and framed photographs on a shelf above
White Henrie pillow with navy blue piping and branding detail against a bright pink background
Woman leaning on white pillows wearing a brown cardigan next to the Henrie logo on a lavender background
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