Labbrand Creates Chinese Name and Rejuvenates Visual Identity for Roquette’s NUTRIOSE®

Nov. 16, 2009 - PRLog -- Labbrand assisted Roquette to develop its sub-brand NUTRIOSE® for the Chinese market. NUTRIOSE® is a soluble dietary fiber extracted from wheat or corn starch and is entirely from natural origins. Thanks to its remarkable technical properties, NUTRIOSE® can easily be incorporated in a large variety of food products to provide health benefits including weight management, prolonged energy release, and prebiotic effects.

NUTRIOSE® brand attributes are natural, preservation of the original taste, well being, and expertise. In the original English name “Nutri” refers to nutrition, health, and prevention, and “ose” is the scientific suffix for carbohydrates. NUTRIOSE® wanted to develop a local Chinese brand name that was easy to say and remember for Chinese consumers and emphasized these four attributes.

The final name chosen was朗纤优, or “lǎngxiānyōu”. “Lǎng” means bright, “xiān” means fiber, and “yōu” means excellent. This name highlights the fiber’s quality as well as its health benefits. “Lǎngxiānyōu” also evokes a sense of functionality, natural origins, and luxury.

In addition, Labbrand assisted NUTRIOSE® to modify their original visual identity for the Chinese market by incorporating the Chinese name and product description into their existing signature. The rejuvenated visual identity will further assist NUTRIOSE® brand to be recognizable and memorable for Chinese consumers. Both the meaningful Chinese name and tailored visual identity will assist NUTRIOSE® in building a successful 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.