Preheat oven to 375°F (190°C).
Line a baking sheet with parchment paper.
Place brie wheel in the center of the puff pastry sheet.
Cut puff pastry into thin strips with a sharp knife or pizza cutter.
Drape pastry strips loosely over the brie in random crisscrosses, leaving small gaps so cheese can peek through.
Save two strips to form a brow line where the eyes will go.
If using jam, spread it lightly over the brie before adding pastry strips.
If using herbs, tuck them under the pastry strips.
Brush pastry strips with beaten egg to create shine and help browning.
Bake for 18–22 minutes until pastry is puffed and golden brown.
Remove from oven and cool 5 minutes before serving.
Add raisin eyes on top after baking. If using olives, bake them in place with the pastry.
Serve warm with crackers, grapes, or sliced apples.