Designed for the unexpected

Halti

2024

Role

Brand Design, Art Direction

About

Halti has equipped Finns for the unpredictability of nature since 1976, building a legacy with top athletes and expeditions. 90% of Finns know the brand, and over 70% consider purchasing it. With this strong foundation, we set out to evolve Halti’s brand to reach new consumer segments and grow international awareness.

Designed for the unexpected

Halti

2024

Role

Brand Design, Art Direction

About

Halti has equipped Finns for the unpredictability of nature since 1976, building a legacy with top athletes and expeditions. 90% of Finns know the brand, and over 70% consider purchasing it. With this strong foundation, we set out to evolve Halti’s brand to reach new consumer segments and grow international awareness.

Designed for the unexpected

Halti

2024

Role

Brand Design, Art Direction

About

Halti has equipped Finns for the unpredictability of nature since 1976, building a legacy with top athletes and expeditions. 90% of Finns know the brand, and over 70% consider purchasing it. With this strong foundation, we set out to evolve Halti’s brand to reach new consumer segments and grow international awareness.

Designed for the unexpected

Halti

2024

Role

Brand Design, Art Direction

About

Halti has equipped Finns for the unpredictability of nature since 1976, building a legacy with top athletes and expeditions. 90% of Finns know the brand, and over 70% consider purchasing it. With this strong foundation, we set out to evolve Halti’s brand to reach new consumer segments and grow international awareness.

Designed for the unexpected

Halti

2024

Role

Brand Design, Art Direction

About

Halti has equipped Finns for the unpredictability of nature since 1976, building a legacy with top athletes and expeditions. 90% of Finns know the brand, and over 70% consider purchasing it. With this strong foundation, we set out to evolve Halti’s brand to reach new consumer segments and grow international awareness.

We renewed the identity to express confidence, resilience, and progressiveness. The modernized identity shifts from generic “Nordicness” toward a more technical, robust aesthetic — positioning Halti as a leader in outdoor gear, while honoring its heritage of high-quality products and Finnish grit. The new identity features a refined Halti wordmark, a new brand symbol, updated brand typography, color palette, grid system, image direction and product design direction —all crafted to amplify the new brand concept: DESIGNED FOR THE UNEXPECTED. EST. 1976.

The new brand symbol is an abstraction of the silhouettes of the fell landscape of Pallastunturi in Lapland. Previously featured within a circle shape, now freed from constraints, standing more firmly and with a bolder, uni-weight stroke.