Labbrand Creates Chinese Name, Slogan, and Visual Identity for SweetPearl™

Sept. 2, 2009 - PRLog -- Labbrand recently assisted Roquette, the world’s leading polyol manufacturer and one of the top starch processors from France, to develop its sub-brand SweetPearl™ in China. Labbrand created SweetPearl’s Chinese name,  adapted its Chinese slogan from the English version, and rejuvenated the brand’s visual identity system.

SweetPearl is a bulk sweetener produced from naturally-occurring compounds in wheat and corn which improves nutritional value and intensifies flavour. SweetPearl has a variety of applications, such as chocolate, bakery, and chewing gum, to name a few.

SweetPearl’s Chinese name 享怡甜 (xiǎngyítián) effectively communicates its brand message in the Chinese marketplace. This name highlights the product category and at the same time arouses auspicious evocations in the consumers’ minds— not only sweetness, but also enjoyment, happiness, and creativity. The Chinese slogan 创意之甘, 灵感之甜(chuàngyìzhīgān, línggǎnzhītián), adapted from the original English slogan “The Sweetness of Inspiration”, echoes the Chinese name, further emphasizing the concepts of inspired creativity and sweetness. Coupled together, the Chinese name and slogan establish a bridge between the product itself and consumer’s emotions.

In addition to the Chinese verbal identity creation, Labbrand also helped develop a customized brand visual identity for SweetPearl. The updated visual identity system included the creation of the Chinese brand logo as well as a logo integrating both the English and Chinese brand names.

By being easily recognizable and communicable for Chinese consumers through its new Chinese name, slogan, and the rejuvenated logo, SweetPearl will be able to successfully build its brand in China.

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Labbrand is an innovative agency that provides market and consumer research, brand strategy, and creative services for brand equity enhancement.