Brand identity
·
2026
Making oat milk feel
Nordic
, not niche.
A calmer, Nordic identity that reads from three metres away.
Challenge
Halden came to the studio with a strong product and a crowded shelf. The brief: stand out without shouting, and build a system that scales from a single launch to a full range.
We started with research on shelf, on screen and in conversation — then reduced everything to one idea the whole team could repeat in a sentence.
Results
+38%
12→140
2.1×
The new identity rolled out across packaging, shelf and social in six weeks. In the first quarter sell-through rose 38% and Halden grew from 12 to 140 stores.
Unaided brand recall more than doubled in a post-launch panel, and the system now scales to new flavours without a single new rule.
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