One object, one light: the Haldane identity
How a single lit shape became a logo, an art direction and a photo guide.
A brief with too many directions
Haldane makes homeware by hand and sells it in small batches. The first mood boards had everything: warm wood, raw clay, linen, sunlight through windows. All of it was true, and none of it was memorable.
One rule
We picked a single rule and held it everywhere: one object, one light, a dark ground. The logo is a crescent, the edge of something lit from one side. Product photos follow the same setup, one piece on black with a single soft light from the left.
Why it works for a small team
A strict rule is easier to follow than a loose style. The team shoots new products themselves with one lamp and a black sheet, and the results look like they belong next to the launch photos. The photo guide is two pages long.
On the shop
The rule carries into the interface: almost no colour, large images, quiet type. Products are the only bright thing on the page, which is the point.
