The brief

Halden started as a market stall and grew shop by shop, each with its own sign and paper bag. They wanted one look that could travel to new towns without losing the stall feeling.

What we did

We built the identity around the grain itself: a hand-cut wheat mark, an ink-brown and cream palette and a friendly slab typeface. Bags, boxes, signage and staff aprons were designed as one kit.

How it went

The rollout took four months and the team could order new signs and bags from the guidelines without asking us.

What changed

New shops now open with a look that feels like Halden from day one, and regular customers say the bags look nicer on the shelf than the bread.