Halden
A quiet identity for an outdoor apparel label built to last decades, not seasons.
Strategy
Identity
2026
Overview
Halden is a concept for an outdoor label that makes a small number of garments and repairs them for life. The identity had to feel as durable as the jackets.
Project
Concept, self-initiated
Sector
Outdoor apparel
Year
2026
Disciplines
Strategy, Identity
Services
Positioning, Naming review, Identity system, Packaging
The challenge.
Outdoor brands shout about extremes. Halden sells the opposite: one jacket, worn for twenty years. The brand had to make patience feel desirable.
Objectives
01
Position longevity as the reason to buy
02
A mark that can be stitched, stamped and embossed
03
Packaging that is reused, not thrown away
Strategy
We built everything around a single line, “made to outlast the season”, and let the ridge line of the landscape become the monogram. Nothing in the system depends on colour, so it survives any production method.
Exploration and system.
Early routes leaned on topographic lines and heritage badges. Both felt borrowed. The ridge monogram came from tracing the skyline behind the founders’ workshop.
Type
Inter, set tight for the wordmark and open for care labels.
Moss
#5B6B4E
Bone
#EAEAEA
Charcoal
#141414
The outcome.
A compact identity of one monogram, two colours and a care label template, designed to be reproduced by any small manufacturer without loss.
More work, from the same desk.
About this project.
What a concept project is, and what it means for yours.