Halden makes small-batch skincare from plants grown an hour north of Copenhagen. They asked us for an identity as considered as the products themselves — and quiet enough to let the ingredients speak.
The brief
After eight years of selling at markets and through a handful of stockists, Halden was preparing its first flagship store and a wider European launch. The existing packaging had grown product by product, and no longer felt like one family.
The brief was clear: create a system that could scale from a 15 ml sample to a shop façade, survive translation into four languages, and still feel handmade.
Approach
We started in the greenhouse, not the studio. The arched glass roof became the brand’s single mark — a shape that frames, protects and lets light in. Everything else is pared back: one typeface, two weights, a palette mixed from clay, oat and dried rosehip.
Craft
Labels are letterpress-printed on uncoated stock made partly from the company’s own pressed plant fibre. Each product line is coded by a shift in tone rather than a new color, so the shelf reads as one calm gradient.
They understood that our customers notice the small things. The new identity feels like it has always been ours.
Signe Halden, founder
Outcome
The identity launched alongside the Copenhagen flagship in spring. Packaging production is now consolidated with a single printer, and the system has already absorbed two new product lines without a single new rule.
- 42 SKUs unified under one packaging system
- Packaging waste reduced by a third through a shared die-line family
- Flagship store opened on time in Nørrebro