Traditional furniture is a category steeped in heritage. It is elite. It is formal. It is serious. It can feel like no one has ever quite lived within its walls. Disrupting this stuffy take on the classics became the manifesto and backbone of the newest furniture brand to come from the Sundays Furniture founders. This mentality was applied from start to finish as we built the brand from the ground up.

Our first step was to partner with the agency Glasfurd and Walker to develop the name, logo and mark. 'Hetta'—derived from old English folklore—rooted the brand in history. The visual language lightly references the past while still working well in a modern (online) world.

We turned to the colour green for it's vibrancy and reference to nature—a ode to the rural locations this type of home often resides in.

We defined a brand voice that is both smart and a little tongue-in-cheek to add a playful tension not often seen in relation to pieces like these.

Our art direction can best be described as 'intentionally informal' as well as a 'community effort' which feels fitting for a brand that references a lifestyle and aesthetic that has been passed down over generations. We captured real spaces, real people and real moments all in the hope of truly showcasing the joy and beauty found in living a little closer to tradition.

Community is such a key part of the Hetta world and so we partnered with some true subject matter experts. A chef, a beekeeper, a brewmaster and more were all featured in our first brand publication 'The Hetta Archive'.