Client: With the mission of helping the world recycle, TOMRA , the Norway-based company, is a leading global provider of advanced solutions enabling the recovery and recycling of materials. Seeing the great potential of the emerging Chinese market, TOMRA wanted a powerful Chinese brand name to develop its business and communicate its brand essence in the Chinese marketplace.
Case: Starting with a creative brief jointly developed by TOMRA and Labbrand, Labbrand naming team finalized 10 Chinese name candidates with the client through three rounds of creation. The creative brief was fine tuned for phonetic considerations, then the linguistic check was performed. Through the overall evaluation of the pros and cons of the recommended name candidates, the best name candidate was finally chosen for registration.
Solution: The Chinese name chosen was陶朗 [táo lǎng]. 陶 [táo] means pleased, happy, pottery, and is phonetically close to the first syllable of TOMRA, while 朗 [lǎng] means clear, bright, short, simple, and speaks of environmental protection. More specifically, the first character conveys a professional and happy feel, as pottery represents professionalism, expertise and an environmental friendly concept. The last character paints a picture of the end result of recycling: a bright sky, green earth, clean air, and an overall healthy environment.