Pioneering high-end healthcare: from startup to acquisition
In 2020, we partnered with the founder of Astrid to realise a vision that would fundamentally form the direction of the Australian medicinal cannabis landscape. At a time when the industry was in its infancy, we set out to create a patient-focused dispensary that felt less like a clinical pharmacy and more like a high-end retail experience. Over a four-year tenure as Astrid’s foundational creative partners, we oversaw the brand’s evolution from a single flagship in South Yarra to a national leader, culminating in its successful acquisition in 2025.
The Challenge
Early medicinal cannabis providers typically suffered from two extremes: they were either overly clinical and intimidating, or they leaned into "counter-culture" tropes that alienated mainstream patients. Astríd needed a brand that could bridge this gap, one that felt medically credible yet aesthetically aspirational.
The challenge was to build an end-to-end experience that could scale from a boutique physical dispensary on Chapel Street to a national digital platform, all while navigating the strict regulatory environment of the healthcare industry and a quickly changing market.
The Solution
We initiated the project with an intensive brand strategy and positioning phase, landing on a path that focused on patient care and experience, and an aesthetically aspirational brand, guided by the principle of "Nature, Science, Medicine."
The visual language drew from functional pharmacy typography and a palette of deep forest greens and soft sage.Regulatory restrictions on cannabis imagery led to one of the brand's most distinctive moves: painterly mark-making that alluded to the medicine without showing it.
Working closely with the team over a 4 year period, we ensured that every touchpoint, from the physical store interiors and custom product packaging to the digital e-commerce experience, felt cohesive, premium, and patient-first.
Process & Outcome
The Process: A Four-Year Creative Partnership
Our involvement was a deep partnership that grew alongside the business. We worked directly with the founder to workshop the initial brand strategy, which informed every subsequent creative decision. Over four years, we helped to scale and grow the business, including working on:
Product and Packaging
Developing the visual language for Astríd’s physical goods, ensuring they felt like luxury wellness items and maintained brand consistency.
Brand Expansion
Working across new product ranges into emerging markets.
Digital Transformation
Building a website and digital journey that simplified a complex patient onboarding process into a seamless, high-end experience.
Scaling the Vision
As the business grew, we helped mentor and integrate an in-house design and marketing team to ensure the brand’s integrity remained intact during rapid expansion.
The Outcome
Astrid has become the gold standard for medicinal cannabis in Australia, winning numerous design awards and, most notably, being acquired by Chemist Warehouse to lead their nationwide expansion into the sector. By positioning Astrid as a premium lifestyle brand rather than just a pharmacy, we helped build the commercial value that led to a multi-million dollar exit. We continue to support the brand as they move into their next phase of national growth, proving that great design is the ultimate driver of business scale and value.
Key Results
Market Leader
Defined the "premium dispensary" category in Australia.
National Expansion
Successful launch of South Yarra (Melbourne) and Byron Bay flagships.
Commercial Exit
Acquired by Chemist Warehouse in 2025 to lead national rollout.
Creative Stewardship
4+ years of foundational brand, art direction and digital management.
Client
Astrid Dispensary
Year
2020 – Present
Industry
Premium Healthcare / Retail
Services
Credits
Photography – Michael Pham
In–house team – Lisa Nguyen, Uyen Nguyen, Louie McNamara
Interior design – Alte Studio
