All work
Case study — 01
Halden
Client
Halden Springs
Year
2026
Discipline
Brand Identity
Type
Identity & Packaging
Palette
A Nordic spring water rebuilt around one idea: the quiet before the first sip. A reductive identity, a wordmark carved from the bottle’s own curve, and packaging that lets the water do the talking.
Halden had the cleanest water in Scandinavia and the loudest shelf presence in the category — eleven colours, three typefaces and a mascot nobody remembered approving.
The brief was simple to say and hard to do: make premium feel inevitable, not expensive.
Subtraction as strategy
We built the identity by taking things away. One colour, one typeface, one mark. The wordmark is drawn from the shoulder curve of the bottle, so the brand and the object finally speak the same language.
Every touchpoint follows a strict rule: if it doesn’t make the water feel colder, it goes.
We stopped designing labels and started designing the silence around them.
Fig. 02 — Details from the final system.
Forty-two label studies, six glass prototypes and one long week in a cold room in Bergen. We tested every iteration under supermarket lighting, because beauty that disappears under fluorescent tubes isn’t beauty, it’s a mood board.
The new range launched across 1,400 stores in March. Halden is now the most photographed bottle in its category on social — and the only one people keep after it’s empty.
+48%
Shelf recognition
3.1×
Organic mentions
1,400
Stores at launch
Creative Direction — Ines Morel / Design — Tomás Vey, Aiko Lund / Photography — Studio Kalt
