The Story of Labbrand

Labbrand was founded in 2005 by Vladimir Djurovic in Shanghai, China, with an aspiring belief that branding has a positive power.

At Labbrand, we believe ideas are powerful, and branding brings ideas to life and optimizes the impact. Our goal is to federate people as a community around the belief together with our clients and partners to guide them through the branding journey. With the expertise in Research, Strategy, Naming and Design, Labbrand enables clients to build impactful brands and make a difference in the market.

Today, the company has successfully grown into a multinational consulting corporation operating from 5 global offices in Shanghai, Paris, New York, Singapore, and Malaysia.

With a robust portfolio and a dynamic global team, Labbrand is recognized around the world as an industry leader and a trusted partner for renowned brands across all industries. Confident in our Chinese origin, we are excited to witness that China has become an epicentre of global innovations, and that localized branding efforts are impacting brands all around the world.

Dedicated To Delivering World-Class Solutions

  • 2005

    Founded in Shanghai in 2005

  • 100+

    100+ Employees

  • 5

    Global Presence With 5 Offices

New York

4 World Trade Center 150 Greenwich Street, 29th Floor New York, New York 10007

Paris

10 Cité d'Angoulême, 75011 Paris, France

Shanghai HQ

Building 7, Unit 202, 50 Moganshan Road, Shanghai, China 200060

Singapore

1 Paya Lebar Link, #04-01, Paya Lebar Quarter, Singapore 408533

Malaysia

Menara Worldwide, Level 24WW13, 198 JIn Bukit Bintang, 55100 Kuala Lumpur

Labbrand Group

A new generation of consulting, intersecting human and technology.

Our Expertise

At Labbrand, we take a comprehensive approach to branding, naming, and innovation, utilizing our specialized knowledge to craft powerful brands that deeply connect with our clients’ desired audience.

  • Research

    We dive deep into consumer insights, market trends, and cultural analysis to provide our clients with insights for brand innovation, brand experience and brand management.

  • Naming

    Specializing in naming with particular expertise in Alphabetic Brand Naming, Chinese Naming and Advanced Verbal Solutions, we offer a comprehensive range of verbal services to help clients maximize their brand impact.

  • Design

    We specialize in bringing brand ideas to life through the expertise of identity, packaging, communication, and experiential practices, all underpinned by our deep understanding of design strategy.

  • Strategy

    Our strategy approach is grounded in a deep understanding of consumer behavior, market trends, and cultural insights, allowing us to develop strategies that resonate with target audiences and deliver measurable results.

Our Clients

Meet Our Team

  • VLADIMIR DJUROVIC

    VLADIMIR DJUROVIC

    CEO

    VLADIMIR DJUROVIC

    CEO

    Vladimir founded Labbrand in 2005. He has assisted over 100 companies in understanding the Chinese market, positioning their brands, and executing their strategies in China and abroad. Passionate about branding, he has an innovative mind, a great instinct for trends, a scientific approach, and an accurate ability to diagnose branding problems.

    Vladimir graduated from the prestigious Ecole Centrale de Paris as well as Shanghai Jiaotong University. He speaks fluent French, English, Mandarin, Russian and Serbian.

    KEY CLIENTS

    Legrand Marriott Continental Colgate LinkedIn Audi Disney Mondelēz Volkswagen Ralph Lauren ClubMed
  • AMANDA LIU

    AMANDA LIU

    VP & Creative Director

    AMANDA LIU

    VP & Creative Director

    Amanda assisted with the setup of Labbrand Shanghai in 2005 and is the Director of the Verbal Creative department. Amanda has a profound knowledge of Chinese culture, language and market. She is an expert in the trademark system and corporate name system in China.

    Amanda has participated and managed various branding projects including market entry survey, competitive environment analysis, brand concept testing, validation and creation, brand identity test, etc.

    KEY CLIENTS

    Thomas Cook Renault LinkedIn L‘oreal Paris Disney Mondelēz Volkswagen Unilever KitchenAid TripAdvisor Bottega Venetta Zegna
  • ANABELLE HOURRIEZ

    ANABELLE HOURRIEZ

    Managing Director

    ANABELLE HOURRIEZ

    Managing Director

    Anabelle heads the Labbrand Shanghai HQ, overseeing the business and key accounts relationships through strategic understanding of the client’s business and brand challenges.

    That translates into her passion: working closely with the internal teams to drive effective project excellence and actionable branding solutions for our clients at local and global scale.

    KEY CLIENTS

    Renault Audi Volkswagen Mondelēz Sephora Pepsico Weber Lotus Haribo Skoda OPPLE
  • KEVIN GENTLE

    KEVIN GENTLE

    Managing Partner

    KEVIN GENTLE

    Managing Partner

    Kevin is Managing Partner at Labbrand Technology Ventures in charge of developing the Labbrand Group’s eco-system of brand-tech solutions.
    Kevin’s background combines rich experience in digital innovation and brand building. He started his career with the Labbrand Group and founded MADJOR, bringing a new approach to brand-lead digital business model and experience transformation. Subsequently, Kevin went on to hold other agency and client-side leadership positions. Prior to joining Labbrand Technology Ventures, he was managing strategy director at Super Union and Vice President for brand R&D at Jinjiang International.
    Kevin has a proven track record of success bringing new brands and new solutions to market through a combination of strategic foresight and operations know-how. He applies the same approach to accomplishing Labbrand Technology Venture’s mission of evolving brands’ culture, creative and experiences at scale through new technology solutions.
    Kevin is a graduate of ESSEC Business School and Tongji University. He is fluent in English, Mandarin and French.

    KEY CLIENTS

    CRLand Volkswagen CDF Thomas Cook DFS Marriott Rehau LV ETRO OPPLE
  • AIMEE LIU

    AIMEE LIU

    Group VP

    AIMEE LIU

    Group VP

    With almost two decades of strategy and communication experience, Aimee believes top-level and strategic communication with client can help the company identify opportunities and challenges, and establish a compelling and powerful brand.

    Prior to Labbrand, Aimee worked with Superunion Where she was in charge of China local client business development and maintenance and providing comprehensive services. Clients cover a wide range of industries, such as Huawei, Tencent, China Duty Free Group, COFCO Group, Sinochem Group, Lenovo, Xiaomi, Yanjing and Yili. She also worked with FutureBrand as strategy lead and worked with Ogilvy as account director.

    Aimee is adept at interpreting brand requirements and providing top-level thinking for strategy. Her management of strategic and creative resources ensure efficient project implementation. She also has accumulated considerable experience in designing and implementing communication strategies, which effectively help to bring brands to life.

    KEY CLIENTS

    COFCO China Resources Sinochem Group China Duty Free Group Huawei Xiaomi Tencent Lenovo CICC Wealth Management Ant Financial Yili Group Yanjing Beer
  • GINA LI

    GINA LI

    VP & Managing Director

    GINA LI

    VP & Managing Director

    More than 15 years of experience in Business Innovation Strategy for Enterprise and Entrepreneurship, with expertise in innovation culture, end-to-end innovation development, business model design, strategy and venture. Gina applies innovation and experimentation methodologies to energize and accelerate leadership teams, ultimately creating exciting growth cultures.

    She has worked with executives to reset and unify the team behind an energizing cultural ambition and agreed way of working that will deliver the commercial strategy. With her experience in multi-industry service, she has helped Automotive EV Consumer Electronics, and Industrial Manufacturing clients establish design thinking capabilities with innovative processes orientated in consumer POV, also worked with Luxury Brand, Consumer Electronics and F&B focusing on sustainable growth with Industry Strategic Thinking.

    With an in-depth understanding of L1 structure to L7 tools, mixed of business strategy and consumer thinking, Gina believes that the outcomes of change are led by ways of thinking that set the strategy and ways of working that build the strength, together, it’s in service of ways of winning, that is what culture means for brands.

    KEY CLIENTS

    Maserati BMW Ford Motor Disney Unilever Yum! PepsiCo The Coca-Cola Company Shenergy Group MSD China Ele.me ByteDance
  • JANE QI

    JANE QI

    Group Director & Strategy Director

    JANE QI

    Group Director & Strategy Director

    With 18 years experience in brand consulting and communication, Jane is recognized for her expertise in brand strategy and communication strategy. She was responsible for the strategy departments of leading agencies like Leo Burnett, Interbrand etc. 

    Being the senior strategy director of Interbrand Greater China, Jane helped a number of domestic and foreign enterprises to accomplish brand strategy transformation and brand management.

    During her service in GroupM, Jane helped the localization of new global OS, communication strategy of luxury brands, thought leadership of luxury category as well as business development.

    Injecting the thinking about rational business logic and emotional brand experience into brand strategy, Jane can effectively leverage her broad experience across different categories to inspire client’s aspiration for efficient and disruptive growth.

    KEY CLIENTS

    CHANEL Tiffany & Co. Dove Jaguar Land Rover GAC Sofies Hazeline Caltrate Centrum Greenikon Trina Solar
  • CATHERINE TSUI

    CATHERINE TSUI

    Executive Design Director

    CATHERINE TSUI

    Executive Design Director

    Catherine envisions and develops brand solutions that are relevant across cultures. Through elevating design to a highly strategic level, Catherine helps bring brand ideas to life.

    With experience leading multinational teams in New York, Taipei, and Shanghai, Catherine delivers a cross-cultural and transformative approach to design. By emphasizing on an inclusive process incorporating perspectives across different disciplines, she cultivates innovative solutions for clients.

    For nearly two decades, Catherine has delivered global brand identity solutions for world-class hospitality, luxury, F&B, automotive, finance, technology, industrial, and retail brands, with a specialized emphasis on lifestyle initiatives.

    KEY CLIENTS

    CHANEL The Coca-Cola Company Volkswagen Airbnb Unilever Sephora Thomas Cook Accor Hotels ClubMed OPPLE Rehau Skoda
  • ALVA LV

    ALVA LV

    Associate Director, Verbal Branding Strategy

    ALVA LV

    Associate Director, Verbal Branding Strategy

    Alva is skilled in creating successful verbal identity system from multiple angles such as utilizing brand own assets, local cultural phenomenon, consumer behaviors and habits, market environment and development trend, etc.

    Apart from verbal identity creation, Alva also specializes in domestic and international trademark application system, participates in qualitative test of brand concept and names, co-creation workshop, and develops brand story and semiotics study, etc.

    Based on vast multi-project experiences and collaboration with different departments in the past 6 years, she could fast and efficiently provide brand verbal solutions for clients both from China and western countries. Her clients include Jaguar Land Rover, L’oreal, Mondelez, Hongkong Land, China Xintiandi, Shanghai Tobacco, etc.

    Alva holds a degree of Bachelor of Arts in Management from Shanghai International Studies University. She is a native Shanghainese and Mandarin speaker and is fluent English.

    KEY CLIENTS

    Volkswagen Jaguar Mondelēz PepsiCo Haribo Dumex L‘oreal Logitech Tripadvisor Thomas Cook Group Nespresso Geistlich Pharma
  • IRENE CHEN

    IRENE CHEN

    Associate Director, Market Research

    IRENE CHEN

    Associate Director, Market Research

    Irene has been specializing in qualitative market research for over 10 years. Her passion is to uncover the ultimate human truths through rich qualitative methodologies to deliver actionable insights and recommendations.

    Irene is well versed in different types of research covering the whole marketing cycles, including market segmentation, brand positioning,  communication strategy, U&A, Consumer & Shopper Journey, and New product Innovation.

    Irene holds experiences across a wide span of categories including Internet & Technology, Skincare, Fashion/Apparel, Healthcare, Baby Nutrition, Automobile.

    Graduated from Shanghai Ocean University/University of Tasmania, majoring in Marketing, which equips her with solid marketing knowledge to thrive as a market researcher. She also completed the Principles of Market Research Program by University of Georgia in her pursuit of Market Research profession.

    KEY CLIENTS

    Tetra Pak BMW Twinings COACH Alibaba HUAWEI Unilever Coca Cola GSK Kohler Levi's Facebook
  • LIHUAN CHUO

    LIHUAN CHUO

    Director, Strategy Experience & Innovation

    LIHUAN CHUO

    Director, Strategy Experience & Innovation

    Lihuan leads 3 Madjor business units of strategy, experience, and innovation. With the synergy of different expertise, he helped different clients of Madjor to activate and grow their brands. Over the past 10 years Lihuan leverages insights, strategy, and innovation expertise through multicultural collaboration and interdisciplinary projects for global brands across markets.

    Prior to Labbrand, Lihuan worked with Cathay Pacific Group where he led Strategy, Analytics, & Customer Experience team of Asia Miles business. He also worked with Prophet Hong Kong as insights lead to help clients across Asia region in hospitality, finance, and retail.

    Lihuan holds master degree and PhD candidacy of Sociology from City University of New York, Graduate Center. He is fluent in both English and Mandarin.

    KEY CLIENTS

    Cathay Pacific Marriott Jin Jiang International Standard Chartered Bank AXA Group Chubb Mercedes-Benz BMW Changan Mazda SAIC Motor Corporation Limited Ralph Lauren Samsung
  • AURÈLIE PLESSIER

    AURÈLIE PLESSIER

    Managing Director, France

    AURÈLIE PLESSIER

    Managing Director, France

    Aurélie Plessier brings over two decades of extensive advertising agency experience to the table, having held key roles at prestigious firms such as Y&R, TBWA, Grey India, Leo Burnett, and Ogilvy, both domestically in France and in the international arena.

    With a profound understanding of advertising and market research, Aurélie assumes a pivotal leadership role at Labbrand Paris and developes Labbrand Group’s unique offerings in Brand Experience and innovation in the French and European markets.

    KEY CLIENTS

    Danone Ferrero Pernod Ricard Diageo Sanofi Arkopharma Pierre Fabre L’Oréal Valentino YSL Burberry Axa Life Insurance Stellantis
  • JESSALYNN CHEN

    JESSALYNN CHEN

    Managing Director, Singapore

    JESSALYNN CHEN

    Managing Director, Singapore

    Jessalynn is based in Singapore to lead the development and growth of Labbrand in the Southeast Asia region. Passionate about business transformation, experience creation, marketing strategies, brand innovation, placemaking and retail design, Jess has directed and delivered meaningful brand experiences, receiving awards and accolade recognition in 13 international competitions. 

    KEY CLIENTS

    YTL Standard Chartered Macallan Keppel Land Dulux Dwell DELL Van Heusen Asian Paints Shiseido Shell
  • YING MU

    YING MU

    General Manager, US

    YING MU

    General Manager, US

    With her passion in branding and marketing, Ying helps brands to cut through the noise and communicate with a defined purpose. Her experience in branding, marketing, digital, and public relations combined helps clients to transform its brand vision into an integrated communication strategy.

    KEY CLIENTS

    Skoda Bottega Venetta Saint Gobain Decathlon Virgin Logitech Maybelline World Gold Council Emst & Young Boots Nan Fung Group Carters
  • Alex Lessard

    Alex Lessard

    Founder | Managing Director, Malaysia

    Alex Lessard

    Founder | Managing Director, Malaysia

    Alex brings over a decade of Asia-based experience leading teams in research, strategy, and innovation. His parallel experience building and growing a consumer tech startup in China highlights his focus on agile strategic innovation. With his passion for business transformation and experience design, Alex takes pride in helping companies take their brand and business to the next level.

    KEY CLIENTS

    Pernod Ricard ABInbev Porsche Skoda PepsiCo RedBull Nestlé Four Seasons Marriott Thomas Cook Jinjiang Hotel Group TOD’s Group
  • Eileen Tang

    Eileen Tang

    Founder | Managing Director, Malaysia

    Eileen Tang

    Founder | Managing Director, Malaysia

    With over a decade of experience in insights and innovation across Asia, Eileen leverages her distinctive anthropological lens to decode real-life behavior into actionable strategic insights. This unique approach enables brands to innovate and transform through solutions that are both human-centered and culturally relevant. Eileen also brings valuable experience in media and advertising, enabling her to identify strategic opportunities and translate them into winning strategies for brands and businesses.

    KEY CLIENTS

    Alibaba Chanel Sephora Unilever Danone PepsiCo Nestlé American Airlines Fairmont Swire Group JinJiang Hotel Group Campari AB Inbev
  • RAY JU

    RAY JU

    Associate Director, US

    RAY JU

    Associate Director, US

    Ray oversees Labbrand New York’s corporate social media accounts while supporting the office’s ongoing projects, business development, and public relations.

    Ray has a strong belief in globalization. He often says — “It’s but a small world”, and believes that, with passion and empathy, every living human being could and should aspire to be a global citizen with a global perspective. And so should every brand!

    Before turning his career focus to North America and joining Labbrand New York, Ray had been a public relations professional in China for five years. His main responsibility was creating, interpreting and transcending brand images and messages for an array of global luxury and financial brands to achieve greater understanding and credibility among the increasingly wealthy Chinese consumers through the press and social media. It is Ray’s goal to always communicate strategically and effectively.

    Ray holds a Bachelor’s degree in International Journalism from Shanghai International Studies University. Ray is fluent in Mandarin and English.

    KEY CLIENTS

    Allianz Audemars Piguet Avenues CORUM Longines Oris
  • NADÈGE DEPEUX

    NADÈGE DEPEUX

    Verbal Brand Strategy Director

    NADÈGE DEPEUX

    Verbal Brand Strategy Director

    Nadège reveals meanings behind brands, markets and trends to guide clients into the formulation of impactful and unique brands positioning and their transformation into relevant brand actions and expressions.

    KEY CLIENTS

    Saint-Gobain Carrefour Puig Nexity Verkor Délifrance Somfy L‘oreal Ubisoft Première Vision Societe Fonciere Lyonnaise Renault
  • MYRIAM DILMI

    MYRIAM DILMI

    Head of Market Reasearch

    MYRIAM DILMI

    Head of Market Reasearch

    As Head of Market Research, Myriam guides clients with strong and inspiring insights and consumers’ point of views.

    Passionate about finding human and consumer insights, she makes sure those can be used in the most compelling and thrilling way, to better express and articulate brand positionings and create and launch the best products.

    Prior to Labbrand, Myriam has spent 10+ years working as a Market Research Director for major research companies (Brainvalue), media agencies (Publicis Media) and clients (Fnac, Chambre de Commerce et d’Industrie). She worked for various sectors such as services, FMCG, health and luxury on branding, shopper and communication subjects

    Myriam holds a Master degree in Sociology and Market research applied to consumption, media and communication problematics.

    KEY CLIENTS

    L‘oreal Ubisoft Francois Coty Maison Margiela Lancôme YSL Vorwerk Valentino
  • PIERRE-EDOUARD MARTIAL

    PIERRE-EDOUARD MARTIAL

    Head of Brand Strategy

    PIERRE-EDOUARD MARTIAL

    Head of Brand Strategy

    As Head of Brand Strategy, Pierre-Edouard wants to reinforce brands’ value and create lasting and sincere experiences for the consumers.

    After being graduated from EM LYON Business School with a major in marketing, he decided to join l’Institut Français de la Mode in Paris to improve his skills in managing creative teams and design projects. 

    Passionate about brands, strategy and design, he has been advising lifestyle and corporate clients in their business transformation since 2008 as a brand strategist in the most famous marketing and creative agencies. 

    From beauty to automotive, he strongly believes that creativity and innovation are the key factors for creating impacting and eco-compatible brands. 

    KEY CLIENTS

    LVMH ReedExpositions Chalhoub Accor
  • CAMILLE JACQUEY

    CAMILLE JACQUEY

    Market Research Qualitative Director

    CAMILLE JACQUEY

    Market Research Qualitative Director

    Specialized in innovation and behavioral analysis, Camille is in charge of conducting studies on the transformation of social ties, in order to refine brands’ strategic positioning, their communication and their innovation offer.

    As a sociologist and teacher, he strives to share his knowledge with students and wider audiences while trying to transmit to them for deep sociological insights.

    KEY CLIENTS

    L‘oreal LVMH Pernod Ricard Pierre Fabre Maison Margiela Publicis Groupe Carrefour TOTAL DIRECT ENERGIE Renault RATP
  • YUHANG YANG

    YUHANG YANG

    Associate Account Director

    YUHANG YANG

    Associate Account Director

    As an Associate Account Director, Yuhang develops trust-based relationships with key prospects and clients and liaises between project teams and external stakeholders to deliver business outcomes to the clients. 

    Yuhang is a long-term value believer. With a multidisciplinary background and diverse experience in branding, PR, and digital, Yuhang enjoys sharing his insights and best practices with clients and helping them solve business problems.

    Prior to Labbrand, Yuhang worked at Silicon Valley “unicorns”. He was the founding team member of Coursera in China, helping this Silicon Valley company build its brand awareness and image across Greater China area. At Udacity, he worked as a strategic partnership manager, serving premium clients across the internet, technology, and automotive industry. He has extensive experience in business development and account management.

    Yuhang holds a master’s degree from Nanyang Technological University, Singapore. He is fluent in Mandarin and English.

    KEY CLIENTS

    Ubiquant Medtronic Porsche Loro Piana Viking Cruises CMG Skoda GIC

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