Brand book
halden
Packs built to be carried every day for ten years. This page sets how the brand looks, moves and speaks.
Mark
Two straps joined by a bar tack, the strongest stitch on the pack. The tack is always Pull tab rust. It never changes shape.
Colour
Graphite and Concrete do the work. Rust appears once per screen, the same way the pull tab is the only colour on the pack.
Type
Unbounded for display, wide and engineered. Hanken Grotesk for everything you read. Specs set in tabular figures.
Pack 22
One compartment, a laptop sleeve that never touches the floor, and ten years on the fabric.
Display, Unbounded 600, minus 3 percent tracking. Body, Hanken Grotesk 400, 17 px.
Stitch line
A dashed rule taken from the seam. It divides sections, draws the repair timeline and marks the zip on every pack drawing.
Photography
Packshots share one master angle. People are on the move, in real weather, with the pack doing its job.
Motion
Headlines rise line by line. Specs slide in from the edge. The Will it fit pack fills like water. The repair timeline stitches itself as you scroll. Everything respects reduced motion.
Voice
Numbers first. Say what it holds, what it weighs and how long it lasts. No exclamation marks.
Yes 22 litres. Ten years on the fabric.
No The ultimate adventure companion.