HALDEN: Brand Identity for a Handmade Leather Shoe Brand

"Made to be lived in."

The brief: an identity for HALDEN, a maker of full-grain leather sneakers, loafers and boots that are stitched by hand and repaired for life. It needed to feel premium and slow, and to tell the craft story without saying a word.

What I designed:

• The mark: an arched leather patch with a hand-stitched border around a Bodoni H, the kind of label you’d find inside a well-made shoe. The stitching is the story: stitched, not glued.
• Logo system: the primary lockup with a wide-tracked Bodoni wordmark, a reversed patch on ink, and mark versions on paper, clay and ink
• Colour and type: ink, clay, sand and paper, with Bodoni Moda for the voice and Inter Tight for everything functional
• Packaging: an ink-lidded shoebox with a stitched frame and size label, an embossed leather hang tag (“Repairs for life”) and a cotton dust bag

HALDEN is a fictional brand. Concept by Invicta Studio.