How a rebrand tripled Halden Coffee’s wholesale orders
Halden Coffee roasted some of the best beans in the city, but their packaging and wholesale deck looked like every other roaster on the shelf. We rebuilt the brand from the name up so cafés could see the quality before they tasted it.
The challenge
Halden had grown from a market stall to three cafés on the strength of the coffee alone. Wholesale was the next step, but buyers kept passing. The bags were plain kraft with a sticker, the deck was a PDF of tasting notes, and nothing told a café owner why Halden was worth paying more for.
- No clear story behind the beans
- Packaging that looked like a supermarket own brand
- A wholesale pitch that relied on free samples
Our approach
We spent two weeks at the roastery and in partner cafés before drawing anything. The story was already there: every lot is roasted within 48 hours of an order. We built the brand around that promise, with a bold wordmark, a roast-date stamp that sits front and centre on every bag, and a colour system that tells baristas the roast profile at a glance.
Cafés stopped asking for samples. They started asking when the next roast was.
The results
Six months after launch, Halden’s wholesale orders had tripled and the team hired two more roasters to keep up. The new deck now closes most meetings on the first visit.
- 3x wholesale orders in six months
- 28 new café partners across the region
- 42% lift in retail bag sales
