Hyeyeon Henie ChoAbout

BI & Packaging Design
for BrunLøvetann

RoleLead Designer:
Visual System Development
Brand Identity Design
Packaging Design
Illustration

Brunløvetann is a premium instant coffee brand built around the idea of helping people discover their personal coffee preferences in a sea of overwhelming options. Rather than treating coffee as just another daily routine, the brand invites consumers to connect more intimately with their taste—making each cup an intentional, personal experience.

This project involved a full branding process from the ground up. I led the development of the brand name, tone of voice, slogan, visual identity, and packaging system. The name Brunløvetann—meaning “brown dandelion” in Norwegian—was chosen to symbolise both familiarity and subtle discovery, reflecting the brand’s values of softness, individuality, and quiet refinement.

The visual identity focuses on clean typography, warm neutral tones, and soft graphic gestures that balance premium aesthetics with approachability. The packaging design further enhances this concept, using minimal forms and tactile materials to elevate the perception of instant coffee without alienating everyday consumers.




Taste, Tactility, and Trust The visual identity focuses on clean typography, warm neutral tones, and soft graphic gestures that balance premium aesthetics with approachability. The packaging design further enhances this concept, using minimal forms and tactile materials to elevate the perception of instant coffee without alienating everyday consumers.Brunløvetann is more than a product; it's a small, thoughtful ritual—a space where your taste begins.












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