Labbrand Creates Wine Retail Chain Brand Names and Visual Identity for Torres (China)

Aug. 18, 2009 - PRLog -- Labbrand is proud to announce the completion of a brand identity creation project with Spanish wine company Torres for their new brand Everwines. Everwines is a business-to-consumer wine retail chain targeting China’s middle class. Labbrand successfully developed its English name, Chinese name, and visual identity system.

The English name, Everwines, reflects attributes of wine and wine culture such as self enjoyment, self expression, and the importance of time to create a fine wine. The final Chinese name chosen was 咏萄 (yǒng táo). 咏 (yǒng) means to sing or praise; it also is pronounced the same as “永(yǒng), “forever”, thus corresponding to “Ever” in the English name. 萄 (táo) means grape, the source of wine. The name is artistically and culturally expressive as well as appealing for target consumers. In addition, both the English and Chinese names are easy to read and remember for Chinese customers.

Everwines’ visual identity was to convey a sense of new discoveries, enlightenment, freedom, a range of sensations, colors, and tastes, but at the same time be simple and accessible for consumers. Labbrand created a visual identity system including logotype, brand color system, stationary, promotional items, and in-store applications. This allowed for an appealing and consistent visual identity to be displayed in Everwines’ retail space, and on packaging and marketing materials, thereby building the brand identity in the customers’ minds.

Labbrand believes the newly created brand identity will help the Everwines brand build a young, appealing, and cosmopolitan image and become a leading retail wine chain in China.

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