Bringing a 1920s roastery into the subscription age
A new identity, packaging system and online shop for a family roastery ready to sell far beyond its home city.
- Client
- Halden Coffee Co.
- Industry
- Food & Drink
- Year
- 2025
- Duration
- 14 weeks
01Overview
Halden has roasted coffee in the same brick warehouse for almost a century. Its beans were poured in the best cafés in town, but the brand disappeared on a supermarket shelf and its online shop barely sold. The family asked us to modernise Halden without losing what made it Halden.
Results
3.2×
online revenue, year on year
54%
of web orders now on subscription
140
new stockists in six months
02The challenge
Halden's packaging changed with every new blend, and its website was a brochure with a checkout bolted on. To grow subscriptions nationwide, the brand needed one recognisable system that worked as well on a bag and a café menu as it does on a phone screen.
03Our approach
An identity rooted in the warehouse
We drew the new wordmark from the hand-painted sign above the original roastery door, and built the palette from the colours of the roast itself, from green bean to dark.
Packaging that sorts itself
Every roast level has its own colour band and tasting scale, so customers can find their coffee across a shelf without reading a word.
A shop built for subscriptions
We designed and built a new online shop where starting a subscription takes three taps, with flexible deliveries and a brew guide for every blend.
04The outcome
Halden's new bags reached 140 stores within six months of launch. Online revenue more than tripled year on year, and subscriptions now make up over half of all web orders.
Our customers say the new bags finally look the way the coffee tastes. Our sales say the same thing.
Project team
Ana FerreiraFounder & Creative Director
Lena HoffmannDesign Director
Daniel TanHead of Engineering