No.
1
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Rare holo
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Identity
Halden Coffee
A new identity, packaging system and café signage for a 40-year-old family roaster in Porto.
Craft
94
How well it was made · out of 100
Impact
88
What it changed · out of 100
Scope
71
How much of it was mine · out of 100
The result
+31% wholesale accounts in year one
Client
Halden Roasters
Role
Identity lead · packaging · signage
Tools
Vector drawing, risograph proofs, a lot of coffee
Duration
14 weeks
Year
2025
Set
Brand Set
The brief
Halden had outgrown a logo drawn by the founder’s nephew in 1985, but the family didn’t want to lose the regulars who had bought the same dark roast every Saturday for thirty years.
The move
I kept the sunrise from the old mark and redrew it as one geometric sun over three lines of horizon. Every roast got its own colour, so a barista can pick the right bag from across the room, and the pouch became the poster.
What changed
The new bags went into 40 cafés in the first month. Wholesale accounts grew 31% in the first year, and the regulars mostly said the coffee finally looked awake.
05 · Both sides
The pitch on the front. The numbers on the back.
06 · The art
The work, without the frame.
In one line
A 40-year roaster, redrawn for its next forty.
Halden Roasters
07 · Next in the set
Keep turning cards.
?
No. 011
Want a card like this in your set?
Tell me about the project. If it’s a good trade for both of us, we’ll pull it together.