In this project, we collaborated with Isbjørn Is AS to develop a new and bearing emotional brand name — Fløyel ( Velvet ). The process began with a thorough strategy work to find a name that could create a strong connection with the target audience. The next step was to redesign the packaging so that Isbjørnis appears as the manufacturer, not as the parent brand. On the new packaging, Fløyel takes center place, while Isbjørnis is the signature bottom right, giving a clear differentiation in the ice disk.

Our goal was to position Fløyel as the new, exciting ice cream in the market. We designed the packaging to highlight Fløyel as a luxurious yet accessible product, perfect for daily enjoyment. With a competitive pricing and attractive packaging, Fløyel has quickly found its place in the market and received positive reception both among consumers and stores. Isbjørnis aims to build Fløyel into a wide range of exciting flavors, which will compete against the Royal series from Diplom. This project is a great example of how strategic name selection and packaging design can help create a strong and recognizable brand in a competitive market.