Halden Coffee
A specialty coffee brand rebuilt from bean to storefront.
- Client
- Halden Roasters, Oslo
- Location
- Oslo, Norway
- Duration
- 14 weeks
- Services
- Brand Identity, Packaging, Web Design, Art Direction
Halden had grown from a single roastery into a beloved neighborhood chain, but its identity hadn't kept pace. We rebuilt the brand from first principles — a mark, a voice, and a system that could scale from a bag of beans to a flagship storefront.
The existing brand was inconsistent across cafés, packaging, and digital surfaces. Customers loved the coffee but couldn't recognize it across contexts. Halden needed one confident identity that felt both editorial and warm.
We began with two weeks of listening — barista shadowing, customer interviews, and a full audit of the visual landscape. From there we developed a wordmark inspired by mid-century Norwegian type foundries, a warm off-white and espresso-black palette, and a modular packaging system that ships in flat pouches or rigid boxes without redesign.
Halden launched the new identity across 12 cafés, a new e-commerce site, and a subscription program in a single quarter. Within six months, direct-to-consumer revenue tripled and the brand was picked up by three Nordic design publications.
Selected artifacts.
The work, measured.
DTC revenue growth
Subscription sign-ups (Q1)
Café conversion lift
Press features
“Goli translated something we've felt about Halden for years into something we could finally hold. The brand feels inevitable now.”