Halden Coffee Roasters
A name mark, type and a bag system that reads from six feet away, for a roaster going from farmers markets to 140 grocery shelves.
Client
Halden Coffee Roasters
Disciplines
Identity, packaging
Location
Omaha, Nebraska
Year
2026
What changed
Sell-through in the first 90 days ran 31 percent above the grocery buyer's forecast.
The brief
Halden had roasted for farmers markets for six years, where people taste before they buy. The new grocery shelf gave them a bag, three seconds and a price tag. The old label was a sticker on kraft paper.
What we made
A tuned serif wordmark that holds at 18 point and at six feet, a colour per roast level, and a label grid that fits origin, notes, process and weight without a single line under 9 point. We printed every bag at full size and taped them to the studio wall next to 30 competitors before anything was approved.
What changed
The system shipped on 11 coffees in March. The grocery buyer reordered in week five, and sell-through in the first 90 days ran 31 percent above her forecast.
